BTS Member V Sparks High Sales of a Japanese Skincare Brand

• V’s ambassadorship caused YUNTH’s social media mentions to jump 322-fold.
• Industry observers note that products worn or promoted by V often sell out globally within minutes.
• The K-pop idol’s “V Effect” extends beyond music, impacting stock performance and brand strategy.

Kim Taehyung, commonly referred to as V of BTS, has achieved another commercial milestone. The event emphasizes his enormous cultural and economic significance beyond music. The news comes after the popular K-pop idol was nominated for CEO Score's Top 100 list of the richest shareholders under the age of 30, alongside his band members Jimin and Jungkook.

V, the popular BTS member, drove a significant commercial rise for the Japanese skincare company YUNTH. As reported by a Japanese media outlet, Korepo, YUNTH’s sales increased by 200% in November following the company’s decision to appoint V as their global ambassador. Notably, the decision also caused social media mentions to increase 322 times.

V Drives YUNTH’s Sudden Sales Inflection

YUNTH’s current growth stands in stark contrast to its overall performance from March to October, indicating a strong inflection linked to V's endorsement. The shift shows that his involvement alone was sufficient to influence consumer behavior on a large scale.

Shares of YUNTH's parent company, Ai Robotics, rose as much as 7.53% the day after the collaboration was announced, bringing the stock to a new market high. The company has since stated that it intends to leverage V's global prominence to boost brand recognition and expedite its entry into overseas markets.

Although BTS member Jimin has recently topped the Dec 2025 idol rankings in terms of brand reputation index, the above data indicates that V is not far behind. At YUNTH's Harajuku pop-up store in Tokyo, V's visuals covered all of its exterior and interior design, while representing the company's "Beauty in Bloom" idea.

As per industry reports, all reservation slots for limited walk-in times at the store were apparently fully booked shortly after their announcement. Additionally, social media showed people to be waiting in long lines throughout the event session, challenging the chilly December weather.

The “V Effect” Across Retail and Social Platforms

Previous product rollouts related to V have likewise had a strong market impact, said industry observers like allkpop, and Koreaboo. Early November reports indicated stock shortages at select merchants, as YUNTH items ascended the bestselling charts on Amazon Japan and Rakuten quickly after promotional content starring him became available. 

Previously in 2023, when V wore a Harris Reed x Missoma’s “In Good Hands” pendant in public, fans rushed to buy it. The $256 USD piece sold out globally in under 10 minutes after being linked to him. Additionally, a Ruslan Baginskiy's straw boater hat, worn by V during a BTS campaign, sold out in global retailers within ~30 hours, creating major momentum for the company.

Likewise, in the same year, an 18 k yellow-gold Panthère de Cartier necklace priced at around $26,700 sold out within minutes on Cartier’s online stores, after they announced V as their global brand ambassador. The traffic surge was so strong that the Cartier website momentarily crashed.

While not a classic “stock sell-out,” V’s ambassadorship with Compose Coffee in 2025 led to explosive user growth and rapid adoption of signature menu tie-ins. The app reportedly achieved over 10 million users quickly after his appearance, with reports showing an 8.3 million subscriber increase attributable to his influence.

This pattern has subsequently been termed the "V Effect," an expression used by analysts and brand observers to characterize the star's enormous influence on both retail and social platforms. In mid-2025, V was recognized as one of the world's most influential global individuals on social platforms, frequently outperforming mainstream celebrities in terms of interaction and followers.

V's impact is noteworthy in a field where endorsers of the brand often affect how customers feel. The BTS member’s “midas touch” is one of the most prominent contemporary examples of celebrity influence translating into tangible commercial results.