BTS member V is once again showing his unmatched influence, as outdoor brand Snow Peak recorded a major sales surge after selecting him as its brand model, proving the powerful so called “V effect.”
According to industry data, Snow Peak Apparel, operated by Emotional Corporation, posted 1.052 trillion won in sales in the fourth quarter of 2025. This marks a 16.8 percent increase year on year, while operating profit jumped 42.6 percent to 233 billion won, delivering stronger than expected results.
The sales boost followed Snow Peak’s decision to officially appoint V as its global brand model in August last year. After the pictorials featuring V were released, brand awareness rose quickly, and products worn by him sold out across both online and offline stores. Even winter items were cleared faster than expected, clearly showing the direct impact of his influence.
Snow Peak’s success has also expanded overseas. After entering the outdoor market in 2020, the brand chose V to raise recognition in global markets. Following this, sales at the brand’s Shanghai Taikoo Li store increased by 70 percent, highlighting strong response from Chinese consumers.
Based on these results, Snow Peak was named No. 1 in the Outdoor category (China) at the Korea First Brand Awards for 2026, an award selected by Chinese consumers. The brand ranked first in all evaluation areas, including service satisfaction, product quality, intention to repurchase, and willingness to recommend, placing it well ahead of competing brands.
With strong sales growth, overseas expansion, and top rankings driven by his presence, V continues to prove his value as a global ambassador. Wherever he goes, brand performance and image rise together, once again confirming the overwhelming power of the “V effect.”
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