BTS’s V is taking the lead in promoting Korea’s tourism industry after being named the global ambassador for Paradise City, attracting attention from international media.
The UK edition of International Business Times (IBT) analyzed the impact of his appointment and called it a strategic move to leverage V’s immense influence.
IBT explained that V’s role as ambassador is expected to replicate the explosive growth he has brought to luxury brands like Celine and Cartier. In 2023, while Korea’s top four luxury brands—Hermès, Chanel, Louis Vuitton, and Dior—saw operating profits decline, Celine’s operating profit jumped 591%, with sales increasing from 50.1 billion won to 307.2 billion won, a 513.2% rise.
The report also noted Paradise City’s plans to open a new hotel in Jangchung-dong, Seoul, by 2028 with an investment of 550 billion won, highlighting the opportunity to attract international tourists.
IBT added that the “V effect” is proven economically, showing the potential benefits of V’s ambassador role for Paradise City.
Since opening in 2016, Paradise City has become known as the “Las Vegas of Asia,” featuring a hotel, casino, spa, indoor water park, convention facilities, shopping areas, and restaurants.
Its core philosophy, called “Arttainment,” combines art and entertainment to provide unique cultural experiences. In September, V attended the opening ceremony of Frieze Seoul 2025 at Paradise City Art Space in Incheon.
IBT also highlighted V’s post-military career, noting that Paradise City is his first entertainment and hospitality contract after completing his service.
Currently, V serves as a brand ambassador for eight major companies, including Coca-Cola Korea, SIM Invest, Celine, Compose Coffee, Snow Peak, Cartier, Tir Tirr, and Youns. Paradise City, as his ninth ambassador role, is expected to become one of Korea’s highest commercial-value cultural export companies, demonstrating V’s extraordinary influence in both entertainment and business.
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