'V-Effect': BTS V as Ambassador Drives Global Fashion and Consumer Goods Brands to Soaring Sales

*This content was translated by AI.

'V-Effect' has been proven as sales for brands where BTS's V serves as ambassador have surged dramatically.

'Snow Peak Apparel,' which selected V as its model last August, surpassed 200 million won in sales at a single store in just one day at the Taikoo Li department store, a landmark in Guangzhou, China, which opened on April 19. This achievement is unprecedented for a foreign brand at a single location. Through this, Snow Peak strengthened its brand recognition.

'Snow Peak' announced that, fueled by V's popularity, purchasing power among Chinese consumers has risen significantly. The company stated, "In flagship stores in major hubs such as Shanghai, products have gone out of stock following the release of model-related photo shoots."

'Compose Coffee' also saw a sharp increase in app sign-ups after selecting V as its model. The teaser for V's recently released campaign video recorded 13 million views within a single day of its release. The full version surpassed 61 million views in just five days, garnering high consumer interest and earning praise for effectively imprinting the 'Compose Coffee' brand on consumers.

'Compose Coffee,' which has expanded to Taiwan following its entry into Singapore, recorded an average wait time of two hours during its pre-opening on March 30. Sales were so brisk that a cup was sold every 20 seconds.

'TIRTIR,' a Korean beauty brand, won the K-Beauty Leader Korea WINNER category at the 'Elle Beauty Awards 2026,' selected by editors from 50 countries worldwide. The award-winning product, the Mask Fit Red Cushion, became the first Korean cushion brand to top the entire beauty category on Amazon since V launched the campaign.

'Yunse,' a Japanese beauty brand, saw sales increase by 311% year-on-year from October to December after selecting V as its global ambassador in October 2025.

'Coca-Cola' is broadcasting campaign videos of V filmed in Korea across major advertising media throughout Asia, including Hong Kong, Taiwan, Malaysia, the Philippines, Thailand, Vietnam, and Macau. The company is also rolling out promotions featuring limited-edition V merchandise.

'Celine,' a luxury brand, saw products worn by V, including accessories and clothing, immediately sell out, creating a phenomenon of scarcity. At the four major fashion weeks in 2025, V recorded the highest Earned Media Value (EMV) for any individual Korean star.

'Cartier' generated widespread buzz after selecting V as its global ambassador, to the extent that its official website crashed. While overall sales for luxury brands have declined, Cartier continues to see sales growth. The Toss Dumont model of the T-shirt V wore during his military discharge sold out on the official website in less than 24 hours.

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*This content was translated by AI.