BTS’s V has once again proven the “V Effect,” driving explosive sales growth and remarkable social media engagement to brands.
According to a recent report by Korepo, a Japanese K-culture media outlet, Japanese skincare brand YUNTH recorded a 200% surge in sales and a 322-fold increase in social media mentions in November alone after appointing V as its ambassador—far surpassing the brand’s cumulative figures from March to October.
Shares of Yunth’s parent company, Ai Robotics, also jumped 7.53% the very next day following the announcement, reaching a new all-time high. Ai Robotics stated, “Through our collaboration with V, we plan to enhance brand awareness and strengthen our strategy for overseas market expansion.”
Japanese skincare brand YUNTH also recently concluded its Pop-Up event held at @cosme TOKYO in Harajuku, from December 10 to 16. V took center stage, with striking giant visuals wrapping the store’s exterior and prominently displayed throughout the interior.
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Designed around visuals of brand ambassador V, the pop-up space brought YUNTH’s brand concept, “Beauty in Bloom,” to life. Throughout the event period, the storefront was fully wrapped in V’s large-scale imagery, while oversized panels were also displayed inside the venue.
YUNTH announced on its official X account that, thanks to V’s immense popularity, all reservation slots for the Taehyung × YUNTH pop-up were fully booked immediately after registration opened.
During time slots that allowed walk-in entry, long lines of hundreds of people formed each day and continued into the night despite the chilly December temperatures. Entry was often closed early due to capacity limits, with the venue remaining fully booked throughout the event period.
This continues to highlight V’s massive impact, as he drove explosive demand for YUNTH—resulting in record-breaking sales, instant sellouts, and a dramatic surge in both in-store foot traffic and global online engagement.
