BTS member V is receiving renewed attention for his influence on consumer behavior after a Japanese business magazine examined how his popularity can affect brand awareness and sales.
Japanese economic magazine Toyo Keizai recently featured V in its August 15–22 issue while discussing HYBE’s business strategy and the growing commercial value of its artists.
The magazine described V’s impact on products and advertising as a noticeable “V effect,” pointing to cases where campaigns featuring him reportedly led to stronger consumer interest.
Toyo Keizai stated, “V is someone companies around the world want,” adding that advertisements featuring him often place his image at the center of the campaign rather than focusing only on the product itself.
The publication also highlighted Japanese beauty brand Yunth as one example. According to the report, the company expanded its focus from direct sales toward physical retail and overseas markets after selecting V as an ambassador.
Products promoted by V reportedly sold out quickly, while Yunth’s Instagram following increased significantly within a month. The magazine also said the company saw sales growth following the campaign.
V’s recent appointment as a global ambassador for sportswear brand Champion was also mentioned. According to the report, online interest increased sharply after the announcement, with heavy traffic affecting Champion’s page on Target’s website. Items worn by V were also reported to have sold out across multiple markets.
V is currently involved in campaigns for several major brands, including Champion, Celine, Cartier, Coca-Cola, HiteJinro, Paradise City, Compose Coffee, TIRTIR, and Yunth.
The report has once again highlighted how V’s global popularity extends beyond music, with brands increasingly viewing his influence as a strong factor in attracting consumer attention.
