V wore it, and snow peak sales skyrocketed..Amazing "V Effect"

*This content was translated by AI.

Snowpeak, an outdoor brand with BTS (BTS) V, has proved its 'V effect' by recording a sharp rise in sales.

Snowpeak Apparel, an outdoor brand developed by Emotional Corporation, recorded 105.2 billion won in sales in the fourth quarter of 2025, up 16.8% from the previous year. Operating profit rose 42.6 percent to 23.3 billion won, a higher-than-expected performance.

Snowpeak Apparel selected global star V as a new brand model and released a pictorial on August 22 last year to target the global market in earnest. After selecting V as a model, the rise in brand recognition led to a rise in sales.

Immediately after V's photo shoot was released, the products worn by V were sold out or in short supply at online channels and offline stores. In particular, despite being a winter product, it was quickly exhausted and "Vue Effect" appeared.

Snowpeak Apparel cited expanding global influence as an innovative brand as one of its main goals this year. In November last year, the company secured additional Apparel business rights from Snowpeak headquarters to expand its presence to six countries in Indonesia and Southeast Asia, in addition to the existing Korean, Taiwanese, Hong Kong, and Chinese markets.

Since V was used as a brand model to expand overseas markets, he has continued aggressive marketing. In addition, while the domestic fashion industry is seeking to enter the Chinese market in 2026, Snow Peak also plans to expand offline stores in cooperation with local partners in China.

Snowpeak adopted V as an advertising model to raise awareness after entering as an outdoor latecomer in 2020. Since then, sales at Shanghai's Taiguri store have risen 70%, and based on this, it won the "No. 1 Outdoor (China) category for the 2026 Korea First Brand Awards" by Chinese consumers on January 6.

Snowpeak ranked first in all evaluation indexes, including service satisfaction, product quality, intention to repurchase, and intention to recommend to others. It has been recognized for its brand value and product competitiveness by local consumers in China, outpacing competing brands by a wide margin. The company said these results are significant.

V is currently working as an ambassador for several brands, exerting enormous influence on each brand participating, leading to a surge in performance and image.

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*This content was translated by AI.