A single piece of clothing that sat untouched in a local shop for nearly a year became one of the most wanted items in Peru after BTS member V wore it on stage. The traditional Peruvian poncho, chosen personally by Kim Taehyung during the group’s ARIRANG World Tour stop in Lima, has sparked a buying rush that the shop’s handmade production line is struggling to keep up with . The story, first reported by Peruvian broadcaster Latina Television, has quickly become the latest example of the so-called “V effect”—where anything the singer touches, wears, or tastes turns into a must-have for fans around the world .
The Poncho That Waited for V
During BTS‘s concert in Peru, all seven members appeared on stage in traditional ponchos and chullos (Andean hats) as a tribute to local culture . While the gesture itself drew cheers from the crowd, one poncho stood out—not just because of its bold red color, but because of the story behind it. The poncho V selected had been hanging in a local shop for almost a year without a single buyer .
Speaking to Latina Television at the shop, the owner shared how the garment had become something of a forgotten piece. “The poncho V wore had been sitting unsold for almost a year. It was as if it had been waiting for V to come and wear it himself,” the seller said . The owner explained that V had personally picked the poncho’s color and design during a video call before the concert, pointing to a specific red piece and asking for it to be brought out .
Handmade, One Piece a Day, and a Sudden Surge
The shop that made the poncho is not a large factory. Each piece is handmade, and according to the owner, producing even a single poncho in a day is difficult . That slow, careful craftsmanship is part of what makes the garments special—but it also means the shop cannot quickly meet the wave of new orders and inquiries that followed V‘s appearance .
The poncho V wore was later sold to a fan, and the shop has continued to receive a flood of messages from people hoping to buy the same design . The sudden attention has put a spotlight not just on the shop, but on the local artisans behind the clothing. The owner recalled words his father used to say about the red poncho: “Every product has its owner. So leave it, the owner will come” . For nearly a year, that owner did not arrive—until Kim Taehyung did.
The T-Shirt That Also Sold Out
The poncho was not the only item from V‘s Peru stop to disappear from shelves. The T-shirt he wore during the concert’s soundcheck—a casual, graphic long-sleeve piece—also reportedly sold out after the show . The detail matters because it shows the effect was not limited to a single traditional garment. Even the relaxed, off-stage clothing V wore in Peru became an item fans wanted to find and buy .
A Pattern That Follows V Around the World
The Peruvian poncho story fits into a much larger pattern of V‘s influence on local businesses. In Chile, a wine featured in a photo V posted on Instagram—showing him holding a glass at a winery—sold out at official retailers both in South Korea and internationally within just two hours of the post going live . The Korean retailer later announced that the wine would not be restocked for another two months . The wine was identified as Lazuli Cabernet Sauvignon from Viña Aquitania, a well-known Chilean winery .
In Mexico, during BTS‘s concert in May, fans rushed to a food stall after V was seen eating a banderilla, a Mexican-style corn dog. A major Mexican newspaper reported that after V ate one, everyone at the concert venue started buying them . The local shop went a step further and officially named the exact banderilla V had eaten “TAELICIOUS” .
These examples share a common thread: a brief, natural moment involving V—a piece of clothing, a glass of wine, a snack—can redirect global attention to small, local, or handmade products that would otherwise struggle to find an audience . For the Peruvian poncho shop, the result was a surge of interest in a design that had been overlooked for nearly a year, and a production process that cannot easily speed up to meet the new demand .
What the Shop Owner Said About the Moment
The Latina Television interview gave the shop owner a chance to explain exactly how V made his choice. The owner described a video call where V looked at different ponchos and pointed to the red one. “I don’t know how the lady who was recording me sees this,” the owner recalled V saying, referring to the red poncho shown on screen. “And he says: ‘Bring that one down for me.’ So I put it all on, and he took it right away” .
That personal selection—V choosing the color himself, not a stylist or a brand representative—is part of why the story resonated with fans. The poncho was not a costume pulled from a rack at random. It was a specific piece that had waited, and V picked it .
Why This Story Matters Beyond the Sales Numbers
Entertainment news often focuses on chart positions, streaming records, and tour grosses. The Peruvian poncho story is different. It is about a small shop, a handmade product, and a moment of cultural exchange that turned into something tangible for a local business . The ARIRANG World Tour brought BTS to Peru for the first time, with concerts at Estadio San Marcos in Lima on October 7, 9, and 10, 2026 . The final show on October 10 was when the members appeared in traditional ponchos and chullos, closing the Peru leg with a visual tribute to the country .
Weeks later, the effects of that single wardrobe choice are still being felt by a local artisan who never expected a global superstar to wear his work. The shop owner’s father’s advice—that every product has its owner—turned out to be true in a way no one could have predicted.
The “V Effect” in Simple Terms
For readers new to the phrase, the “V effect” describes a simple pattern: V wears, uses, eats, or drinks something, and fans around the world want to buy it. It has happened with clothing, wine, and food across different countries . The Peruvian poncho is the latest example, and it stands out because the item had been unsold for nearly a year before V wore it . The shop’s handmade process—one piece per day—means the surge in demand cannot be met overnight, but the attention itself has already changed the fortunes of a small local business .
Also Read: BTS V Studies Spanish Late Into the Night During Los Angeles Tour Stop
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