According to a recent report by Korepo, a Japanese media outlet, the Japanese skin care brand Yunth recorded sales increasing by 200% and mentions on social networks increasing 322 times in November alone, after appointing BTS singer V (Kim Taehyung) as ambassador.
This figure far exceeds the brand's total accumulated sales from March to October.
Yunth officially appointed V as global ambassador on October 29. The very next day, when the information was announced, the stock price of the parent company Ai Robotics increased by 7.53%, setting a new record.
Ai Robotics said: "Through the cooperation with V, we will improve brand recognition and promote the strategy of expanding to the international market.
Recently, Yunth also ended the pop-up shopping event held at Cosme Tokyo store in Harajuku (Japan), taking place from December 10-16.
V became the focus of the event with impressive large-sized images covering the outside of the store and displayed prominently throughout the interior space.
Tickets to the event entrance in the form of pre-order were burned out right after opening the registration. During free entry hours, in the cold weather of minus 5°C, there are still 200-300 people queuing every day. Due to capacity limits, entrances are often closed early, and the location is always fully booked throughout the event.
After V's Yunth campaign video was released on November 5th, offline stores recorded the situation of all products being sold out in just one day - unprecedented. Faced with demand far exceeding expectations, Yunth even had to post an apology notice for the stockout situation.
On online platforms, reactions also exploded no less. Yunth's product ranked 1st in sales on major e-commerce platforms such as Rakuten, Amazon Japan, Qoo10.
The number of mentions on social networks increased 322 times compared to before V was appointed as ambassador. Not only Japanese, but also English, Korean and many other languages simultaneously increased sharply. Thanks to that, Yunth gained important momentum to improve brand recognition and promote globalization strategy through cooperation with V.
Currently, V is simultaneously working as an ambassador for TIRTIR (Korea) and Yunth (Japan), showing his overwhelming influence in the cosmetics market of both countries.
Both TIRTIR and Yunth are aiming for the global market, and are taking advantage of V's name as a powerful "brand weapon" in international media campaigns.
