BTS’s V attended a beauty brand’s pop-up event held in the United States, drawing global attention as a star representing K-beauty.
V, who serves as the global ambassador for Korean beauty brand TirTir, attended the pop-up event in Los Angeles, where he sparked an explosive response. His TirTir commercial teaser garnered over 130 million views in just six days, signaling a powerful beginning for the collaboration between a global superstar and K-beauty.
Thanks to a viral boom on TikTok, TirTir expanded into the U.S. market. Previously known mainly as an online-purchase brand, TirTir leveraged V’s star power to strengthen its brand image and expand into offline markets—leading the company to stake its future on launching large-scale global pop-up events simultaneously in the U.S. and Japan.
In the United States, at One Times Square—an iconic landmark where the annual New Year’s Eve ball drop takes place and where global brands like Samsung and Coca-Cola compete for advertising space—7 out of 10 giant screens displayed V’s TirTir commercial. Additionally, four surrounding large billboards also played V’s videos, transforming the entire Times Square area into “V Road.”
Written by Mun Wan Sik
Translated by Lee So Yun
