BTS member Kim Taehyung, known widely as V, has become the visible face of South Korea’s current holiday season. As the new brand ambassador for Snow Peak Apparel, his image appears on billboards, posters, and digital screens across the country during the busy Chuseok holiday period, drawing strong reactions from fans and the public.
Snow Peak Launches Widespread Campaign
The Japanese outdoor lifestyle brand Snow Peak Apparel has deployed a massive advertising campaign featuring the BTS singer throughout South Korea. On October 3, 2025, the brand shared images showing advertisements featuring Taehyung displayed in numerous high-traffic locations including roads, highways, shopping malls, bridges, and major airports.
The timing coincides with the long weekend celebrating Chuseok, Korea’s important harvest holiday, when airports and transportation hubs experience especially heavy passenger traffic. This strategic placement ensures countless travelers encounter Taehyung’s image during their holiday movements.
A fan on social media expressed the general sentiment, calling him “The face of Korea,” while another added, “I am truly in awe of Taehyung’s ability to select the perfect brands. He doesn’t just promote them…he grows their profits, expands their reach, and pushes them onto the global stage.”
Brand Partnership Announced in August
Snow Peak Apparel officially announced Taehyung as their global brand ambassador on August 21, 2025. The revelation came through a teaser video titled “He is coming!” featuring the singer in nature-inspired settings like forests and grassy fields that match the brand’s outdoor aesthetic.
The brand explained their choice, with a representative stating: “We chose V as our model because we believed that his restrained charisma, deep gaze, and quiet yet powerful presence perfectly matched the authentic outdoor sensibility that the brand pursues.”
The immediate response to the partnership was overwhelming. Following the announcement, Snow Peak’s website temporarily crashed due to a massive surge in global traffic from fans attempting to view the new campaign content.
Autumn Collection Showcases Taehyung’s Style
On September 5, 2025, Snow Peak Apparel revealed the second set of images from their 2025 Autumn/Winter collection featuring Taehyung. The photoshoot captured a cozy autumn feeling through his calm and thoughtful presence, showing him in windbreakers, sweatshirts, and relaxed pants suited for transitional weather.
A brand representative commented that “V’s natural yet refined image seamlessly aligns with the autumnal mood we envisioned for this collection.” The images successfully blended everyday life with natural settings, reflecting both the season change and the brand’s identity.
Business Impact and Fan Reactions
The campaign’s influence appears to extend beyond visibility. Reports emerged on September 27, 2025 that Snow Peak had opened a new store in a mall following the success of Taehyung’s Fall/Winter 2025 campaign.
One observer noted on social media: “That’s the true power of an ambassador: when their presence translates into business results. And the most interesting thing is that Snow Peak isn’t a mass brand; it’s a niche outdoor aesthetic. Taehyung brought them to the attention of a much wider audience.”
Another fan declared Taehyung “The Blue Chip of Advertising,” highlighting his value to brands. The campaign success mirrors his impact on other endorsed brands like Compose Coffee, which previously expanded its store count following his association.
Taehyung’s Ongoing Activities
Since his military discharge in June 2025, Taehyung has resumed various activities. His first public appearance after service was at the 2025 Paris Fashion Week for the 2026 Celine Spring/Summer collection show, where he serves as a brand ambassador. He also recently collaborated with Celine for the cover of W Korea’s September issue.
Despite his return to public life, Taehyung and his BTS bandmates continue preparing for their planned group comeback in 2026. Between brand commitments, he has been focusing on fitness alongside fellow members RM and Jungkook.
The Snow Peak campaign continues to run throughout South Korea’s holiday season, making Taehyung one of the most visible celebrities in the country during this period.
