BTS’s V is once again drawing attention for his strong brand power.
Several brands that work with V as a model or ambassador have reportedly seen major growth in sales, views, and public interest, leading many fans to call it the “V effect.”
Snow Peak Apparel, which selected V as its model last August, recently recorded more than 200 million KRW in sales in just one day at its store inside Guangzhou’s Taikoo Li Department Store in China.
The brand also shared that some major stores, including in Shanghai, have seen products sell out after V related pictorials were released.
Compose Coffee also saw strong interest after choosing V as its model. A teaser for his campaign video reached 13 million views in one day, while the full video passed 61 million views in five days.
The brand’s Taiwan pre opening also drew attention, with an average waiting time of two hours and drinks reportedly selling quickly.
Beauty brands are also seeing results. TIRTIR’s Mask Fit Red Cushion became the first Korean cushion brand to rank No. 1 in Amazon’s overall beauty category after V’s campaign began. Japanese beauty brand Yunth also reported a 311 percent sales increase from October to December after selecting V as its ambassador in October 2025.
V’s influence has also reached global fashion and luxury brands. CELINE products worn by V reportedly sold out quickly, while V recorded the highest EMV among individual Korean stars during the 2025 major fashion weeks.
Cartier also gained attention after naming V as a global ambassador, and the Santos Dumont model he wore when leaving the military reportedly sold out on the official website in less than 24 hours.
With strong sales, viral campaigns, and sold out products across fashion, beauty, food, and luxury brands, V continues to show his major influence as a global ambassador.
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