BTS V aka Kim Taehyung, known globally as V, has set the entertainment and beauty worlds ablaze with his visually powerful campaign as the first global ambassador for Korean beauty brand TIRTIR. The campaign’s teaser videos achieved record-breaking view counts, surpassing 100 million views on Instagram in just six days, demonstrating his immense global influence. Fans worldwide are celebrating his impactful return to public activities since completing his military service in June 2025, with many eagerly anticipating his scheduled appearance at TIRTIR’s Los Angeles pop-up event.
TIRTIR Makes History With V as First Global Ambassador
TIRTIR, a leading K-beauty brand celebrated for its innovative approach to skincare and makeup, made a significant announcement earlier this month naming V as its first global ambassador. The brand has built its reputation on commitment to diversity and individuality in beauty, notably becoming the first Korean beauty brand to offer 40 shades of foundation.
A brand representative explained the decision, stating: “V’s expressiveness and sensibility are well-aligned with the direction of ‘individuality and diversity’ that TIRTIR pursues. We expect that the brand will be able to connect more deeply with consumers around the world through his influence.”
The collaboration was reportedly in the works for months, with beauty influencer Darcei revealing in a recent video that TIRTIR had signed V as ambassador six months ago, around the time of his military discharge in June 2025. This timeline indicates the brand strategically planned for his post-military return.
Campaign Visuals Break the Internet
TIRTIR unveiled the full campaign video across its social media platforms in early November, creating an immediate viral sensation. The visually stunning short film explores themes of self-expression, confidence, and authenticity, opening with V in striking black-and-white sequences wearing a sleek leather jacket before transitioning to deep red tones with dramatic lighting.
The campaign’s impact was instantaneous and record-breaking. The first teaser video, which only offered a glimpse of V’s back, surpassed 100 million views on Instagram within six days. When the full commercial released on November 8, it garnered over 120 million views worldwide. Even a single photo of just Taehyung’s lower body, shared on TIRTIR Japan’s X account, achieved over 10 million views.
Social media platforms flooded with fan reactions celebrating the achievement. One fan tweeted: “The views, 100M? Oh Kim Taehyung the impact the influence you have. TIRTIR really hit the jackpot.” Another fan marveled: “100m views and he didn’t even show his face or promote the brand himself once. Let that sink in.”
Global Billboard Takeover and Humorous Display Glitch
TIRTIR has launched an extensive international advertising campaign featuring V’s visuals displayed prominently in major cities worldwide. Fans can currently spot his campaign images in Times Square, New York, The Grove, Los Angeles, and Piccadilly Circus, London, among other key locations.
The London display at Piccadilly Circus recently created unexpected humor when the curved LED screen caused V’s image to appear slightly warped at the 90-degree bend. The visual distortion quickly went viral as fans drew playful comparisons to a similar situation earlier this year involving BTS member Jin, whose music video also appeared stretched on a curved screen in Seoul.
Fans humorously commented on social media about the incident, with one X user writing: “Someone show this to jikook,” referencing bandmates Jimin and Jungkook, who had famously laughed at Jin’s distorted billboard during a Weverse Live broadcast. Another fan joked: “Face cards so insane they have to humble them,” while others pleaded: “Don’t let Jimin and Jungkook see this.”
Heartwarming Gesture Before LA Departure
Before departing for Los Angeles, V took time to wish students across South Korea good luck ahead of the annual College Scholastic Ability Test (CSAT), known as one of the country’s most challenging college entrance exams. In a short Instagram clip, he smiled at the camera, gave a thumbs-up, and said: “Good luck with the CSAT! Hwaiting.”
He added humorous advice for test-takers, suggesting that if students didn’t know the answer, they should choose option number two. His thoughtful gesture immediately brightened fans’ and students’ timelines, with many calling him “Luckycharmhyung” and praising his considerate nature despite his busy schedule.
Los Angeles Pop-Up Event Details
V arrived in Los Angeles on November 12 to attend TIRTIR’s official pop-up event, part of the brand’s “V&YOU: Let’s Radiate” campaign. The immersive experience will run from November 15 to 23, 2025 at 8175 Melrose Avenue in Los Angeles. The event will feature multiple themed rooms, interactive installations, and exclusive product showcases centered on V’s role as global ambassador.
Before his departure, V shared a short video on Instagram saying: “I’ll go and come back soon.” Photos from Incheon International Airport showed him wearing an olive-green turtleneck sweater, denim jeans, and black-rimmed glasses, sparking excitement and trending hashtags online among fans.
The Los Angeles pop-up represents a significant milestone in TIRTIR’s global expansion strategy, strengthening its presence outside Asian markets while appealing to an international audience familiar with K-pop’s growing influence. The collaboration highlights the increasing connection between Korean pop culture and the global beauty industry, with V’s partnership providing the brand access to one of the world’s most engaged fanbases.
Since completing his military service, V has become one of the most prominent Korean celebrities in international fashion and beauty. In addition to TIRTIR, he currently serves as ambassador for CELINE, Coca-Cola Korea, YUNTH Japan, and Snow Peak, while making major appearances at Paris Fashion Week and Vogue World: Hollywood 2025.
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