An advertisement featuring BTS member V has taken No. 1 in the cosmetics category of Japan’s TV advertisement favorability rankings, once again proving his strong influence in the advertising world.
Japanese beauty brand Yunth announced that its TV commercial starring V ranked first in the cosmetics category based on a survey by the CM Research Institute. The institute analyzes viewer responses to advertisements aired on five major private TV stations in the Tokyo area, making the ranking a key indicator of ad impact.
With this result, V’s commercial stood out among thousands of ads, placing him alongside major Japanese and global brands that also ranked No. 1 in their respective fields. The achievement highlights the strong public response to V’s image in Japan, where he is praised for his healthy, positive aura and visuals that suit beauty advertising.
The impact was felt beyond rankings. After V was named Yunth’s global ambassador on October 29 last year, the stock price of the brand’s parent company, Ai Robotics, jumped 7.53 percent the very next day, reaching a record high. Yunth also reported a sharp rise in sales, clearly showing the so called “V effect.”
Yunth later shared an official message saying, “Due to a stronger than expected response, some products are sold out in stores. We apologize for the inconvenience and ask for your understanding as we restock step by step.”
The brand’s popularity continued both offline and online. Sales at major Japanese variety stores increased by about 200 percent, while Yunth products ranked No. 1 on leading Japanese e commerce platforms. Social media mentions also surged, increasing more than 300 times compared to before V’s appointment, drawing attention from fans around the world.
With strong rankings, rising sales, and growing global buzz, V’s influence as a top advertising model in Japan continues to gain attention.
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