From a Celine jacket selling out instantly to a coffee chain’s profits jumping by nearly 200%, companies working with Kim Taehyung, known as BTS V, are seeing their business change. In just the last six months, since completing his military service in June 2025, he has become the global face for five major new brands. His influence, often called the “V Effect,” translates into direct and staggering financial success for the companies he partners with, making him what fans and analysts call a “brand in himself”.
The numbers tell a clear story. After V became a global ambassador for the French fashion house Celine in March 2023, its operating profit in Korea increased by 591%. For Cartier, another luxury brand he represents, sales in Korea reached 1.5 trillion won between April 2023 and March 2024, marking its highest annual revenue ever. The impact isn’t limited to luxury. After teaming up with the South Korean chain Compose Coffee in late 2023, the company saw its net profit surge by 185.7%. Most recently, on December 1, 2025, V was announced as the global ambassador for the luxury resort Paradise City, adding a major tourism brand to his growing list.
The Current Brand Portfolio of Kim Taehyung
Kim Taehyung’s work with brands spans several different industries, showing his wide appeal. He currently holds ambassador roles with at least nine major companies.
His longest-running partnerships are in high fashion. He has been a Global Ambassador for Celine since March 2023 and for Cartier since September 2023. In the finance sector, he has represented the investment platform SimInvest since June 2023. His most recent deals, all secured after his military discharge, show a strategic expansion. He is now an ambassador for Coca-Cola Korea, the Japanese outdoor brand Snowpeak Apparel, the Japanese skincare brand Yunth, and the Korean beauty brand TIRTIR, for which he is its first-ever ambassador. His role as an Honorary Tourism Ambassador for Seoul and the new partnership with Paradise City round out a portfolio that touches fashion, food, beverage, finance, beauty, and tourism.
“When it came to embodying the magnetism and aura of the panther, our choice naturally fell on V. He has the look and strength of character. A personality whose choices are guided by creativity as a dancer, musician or art lover, with this style and this elegance that belong only to him,” said Arnaud Carrez, Senior Vice-President and Chief Marketing Officer of Cartier.
This range is no accident. Brands report that partnering with V gives them access to a loyal, global, and highly engaged audience that drives real business metrics beyond just social media likes.
Breaking Down the “V Effect” on Sales
The financial impact V has on brands is fast and measurable. It often creates what fans call a “sold-out” phenomenon.
At Celine, the brand’s growth rate was reported at 51% after V became an ambassador, with sales in Korea increasing by 513.2% from the previous year. For Cartier, the necklace he wore in a campaign, priced at approximately 35 million won, sold out instantly. Even a watch he wore on the day of his military discharge, worth around $13,500, sold out the same day. The effect is similar for more accessible brands. Compose Coffee saw an immediate 72% increase in sales of its Citron Tea just two days after news of the partnership spread. Their mobile app gained hundreds of thousands of new subscribers in South Korea.
The influence extends to tourism. After V fronted a global campaign for Seoul, foreign spending averages at major film locations featured in the ads saw a sharp increase of 264.1% compared to the same period in 2019. One promotional video for Seoul surpassed 100 million views, becoming the most-viewed video ever released by the Seoul Tourism Organization. This proven ability to drive sales and attention is why new brands like Paradise City are eager to sign him, hoping to replicate this success for their resort.
Older Posts of Taehyung:
Recognition from the Industry and Fans
The industry has taken note of V’s unique market power. In Forbes Korea’s 2025 ranking of the most influential K-pop idols, V was placed at number five, making him the highest-ranked male idol on the entire list.
Forbes Korea noted in its report, “Anything V does becomes a hot topic. He’s at the center of global advertising campaigns in major cities around the world, including Seoul. Whether it’s singing or fashion, V is captivating the world with his ‘V mode.’”. This ranking was significant as V spent the first half of 2025 fulfilling his mandatory military service, with no promotional activities. Fans were quick to celebrate this achievement, highlighting his sustained influence.
“Taehyung did that while being inactive in the first half of 2025 while in the military,” one fan noted on social media.
Another added, “Only five months after his military discharge, he’s already the top Korean male idol… Taehyung’s impact is on another level.”
The announcement of his Paradise City ambassadorship in December 2025 sparked another wave of fan reaction online, with many calling him “the face of Korea” and praising the luxury visuals from the campaign. This consistent high-level performance and fan support solidify his status to brands as a reliable and powerful partner.
What the Paradise City Partnership Means
The partnership with Paradise City, announced on December 1, 2025, is a strategic move for both V and the resort. Paradise City is a large luxury complex in Incheon often called the “Las Vegas of Asia.” It includes hotels, a casino, spas, a waterpark, and art spaces.
For the resort, hiring V as its global ambassador is a direct strategy to attract more tourists, especially following South Korea’s easing of visa restrictions for Chinese group tourists. The parent company, Paradise Co., recently reported strong growth and is investing 575 billion won to build a new hotel in Seoul. Aligning with V, who has a massive following across Asia and the world, is seen as a way to boost its profile among younger, affluent travelers.
For V, this deal marks his first major foray into the hospitality and entertainment resort sector, expanding his brand into new territory. When asked about the partnership, he drew a parallel between himself and the resort.
“Just looking at it is already amazing, right? Undeniable. It’s flashy yet fun. The more you get to know it, the more charming it becomes. I think that might be what it has in common with me,” V told EyesMAG.
The campaign videos, titled Feel Your Paradise and Win Your Day, quickly appeared on billboards and buses across Seoul, signaling the start of a major promotional push.
The Foundation of a Personal Brand
The commercial success V brings to companies is built on a foundation of massive personal popularity and a carefully maintained image. He holds two Guinness World Records for the fastest time to reach 1 million and 10 million followers on Instagram, where he continues to have one of the highest engagement rates in the world.
His influence is also rooted in his artistic work. He holds the record for the two most-streamed Korean OSTs in Spotify history with Sweet Night and Christmas Tree, each surpassing 400 million streams. Beyond business metrics, he is known for positive messaging; he created the phrase “Borahae” (I Purple You), which was adopted by UNICEF for a global anti-bullying campaign. This combination of commercial appeal, artistic credibility, and genuine connection with a global audience is what makes “Taehyung” a standalone brand that other companies want to be associated with.
With his military service completed, V is now focusing on music with BTS, as the group prepares for a comeback album set for release in spring 2026. Meanwhile, his business portfolio is busier than ever, with new deals like Paradise City demonstrating that his market influence continues to grow. Each new partnership and its subsequent success adds another case study to the phenomenon of the “V Effect,” proving that in today’s entertainment landscape, a powerful individual idol can be one of the most valuable assets a brand can have.
Also Read: Nice to Not Meet You Episodes 11-12: Release Date News, Time, Streaming Details and More
