In a major announcement cementing his status as a global style icon and a powerful figure in the luxury brand sphere, BTS member Jungkook has been officially appointed as the new global ambassador for Chanel Fragrances and Beauty.
The news, which broke on December 11, 2025, solidifies a key partnership between one of the world’s most influential artists and the esteemed French luxury house.
This collaboration underscores the increasing recognition of K-pop artists’ influence in fashion and beauty, particularly their ability to resonate with and inspire a new generation of consumers globally.
The role will see Jungkook representing the brand’s distinguished line of fragrances and cosmetics across various international platforms and campaigns.
The Perfect Alignment of Boldness and Innovation
Chanel’s decision to select Jungkook as their newest face was based on a perceived synergy between the artist’s personal ethos and the core values of the brand.
In their official statement, the luxury powerhouse highlighted the qualities that made Jungkook the ideal ambassador, stating that his “bold and innovative spirit aligns seamlessly with the values Chanel Beauty pursues.”
Jungkook (Credit: YouTube)
This indicates a strategic move by Chanel to connect with a contemporary audience that values authenticity and artistic daring, qualities that Jungkook embodies both on and off stage.
Further emphasizing the significance of this partnership, Thomas du Pré de Saint Maur, the head of Global Creative Resources for Chanel’s Fragrance and Beauty division, expressed his profound enthusiasm.
He remarked,
“We are thrilled and honored to welcome Jungkook as a global ambassador. He perfectly embodies the essence and values that the House of Chanel represents.”
He elaborated that Jungkook’s “passion and original artistry, which inspire a new generation, deeply resonate with the brand,” signaling that the collaboration is founded on mutual inspiration and shared creative direction.
The brand anticipates a groundbreaking joint effort, stating they “look forward to the collaboration ahead.”
This mutual appreciation highlights that the partnership is more than a simple endorsement; it is a creative alliance between two global entities at the pinnacle of their respective fields.
Jungkook’s Vision and Meaningful Collaboration
Jungkook himself shared his excitement and appreciation for the new role, articulating why the collaboration holds a special meaning for him as an artist. In his accompanying statement, he expressed genuine happiness, saying,
“I’m truly happy to be joining Chanel Beauty.”
He went on to offer his insightful perspective on the brand, noting,
“I think Chanel is a pioneering brand that respects its iconic identity while constantly creating something new.”
The artist drew a direct parallel between Chanel’s heritage of innovation and his own artistic philosophy. Jungkook stated,
“As an artist who strives to keep my own color while taking on new challenges, this collaboration with Chanel feels especially meaningful.”
This quote suggests a deep understanding of the brand’s legacy while affirming his commitment to continuous evolution, a characteristic that has driven his success as both a member of BTS and as a solo artist.
This ambassadorship is the latest in a series of achievements for Jungkook, who continues to break records and cement his individual influence even while the group is on hiatus.
His solo career has been marked by significant milestones, including being recognized by the RIAA with multiple certifications and consistently dominating global music charts.
Aligning with Chanel, a brand synonymous with timeless luxury and visionary artistry, further reinforces Jungkook’s growing personal global brand.
Fans around the world eagerly await the campaign visuals, photography, and creative content that will showcase this exciting fusion of K-pop’s unparalleled global reach and Chanel’s enduring sophisticated elegance.
This partnership represents a powerful union of cultural and commercial forces, signaling a bright and impactful future for both the artist and the brand.
Soodam, a prominent member of the K-pop girl group SECRET NUMBER, has officially parted ways with both the group and her management company, VINE Entertainment.
The news was confirmed by the agency on December 12, 2025, in a formal announcement to the public and fans.
Her departure comes as a result of the natural expiration of her exclusive contract with the label.
This marks a significant change for SECRET NUMBER, which has undergone a tumultuous period of restructuring throughout the year.
The agency’s statement expressed gratitude for Soodam’s contributions and outlined their plans for the group’s continuation, signaling a new era for the ensemble.
VINE Entertainment’s Statement and Support for Soodam’s Future
VINE Entertainment addressed the fanbase, known as LOCKEY, with a respectful and appreciative official notice.
The agency began by conveying “sincere gratitude to all the fans who always send their love and support to SECRET NUMBER.”
They then formally confirmed the end of Soodam’s professional relationship with the company, stating that the exclusive contract of Soodam, who had “showcased her remarkable talent as a member of SECRET NUMBER,” had concluded on December 12, 2025.
The statement reflected an amicable split, focusing on acknowledging her hard work and promising support for her solo endeavors.
The agency thanked Soodam for her “hard work and dedication to the fans,” emphasizing that even though her tenure with SECRET NUMBER had concluded, VINE Entertainment would continue to “sincerely support her future endeavors.”
They also made a direct appeal to the fans, asking them to send Soodam their “unwavering encouragement and support” as she ventures into her next professional chapter.
This gesture is standard in the K-pop industry, where maintaining a positive relationship with former artists is key, and it allows fans to transition their support to the idol’s next activities.
Context of Major Group Restructuring in 2025
Soodam’s departure is the final element of a year defined by profound changes within the SECRET NUMBER lineup.
The article highlights that this is not the first, but the latest in a series of major personnel shifts that have reshaped the group’s composition.
Earlier in the year, specifically in April, four other key members—Léa, Dita, Jinny, and Minji—had previously chosen to leave both the group and VINE Entertainment.
This mass exit left only two remaining members: Soodam and Zuu, placing the group’s future in doubt and necessitating a rapid and comprehensive restructuring strategy by the management.
The agency responded swiftly to stabilize the group and ensure its continuity. Just four months later, in August 2025, VINE Entertainment introduced four new artists to the lineup: Navi, Dinda, Ebin, and Min C.
This strategic addition brought the group back to a full complement, allowing for an immediate return to activities.
The reorganized SECRET NUMBER successfully made their comeback that same month with the release of their single, “Don’t Touch.”
The quick turnover demonstrates the agency’s commitment to the group’s brand and their ability to execute rapid changes.
Soodam’s subsequent departure leaves Zuu as the only member remaining from the original debut lineup alongside the four new additions, meaning the group will once again need to adjust its structure, roles, and performance dynamics.
Looking Ahead for the Future of SECRET NUMBER
Despite the ongoing changes, VINE Entertainment reassured fans that SECRET NUMBER will forge ahead. The agency’s official statement concluded with a firm commitment to the group’s future.
They promised that the reorganized SECRET NUMBER would “do its best to greet fans with a new and improved image,” and they asked for the continued love and support of the fanbase.
This promise of an “improved image” suggests that the remaining members and the agency will work on a refined concept, sound, or structure to reintroduce the group to the public.
The focus will now fall on the remaining members—Zuu, Navi, Dinda, Ebin, and Min C—to solidify their chemistry and collective identity.
The group’s ability to quickly recover from the April departures and release new music suggests a strong framework for continued activities, albeit with a significantly different composition than when they debuted.
As the year concludes, the industry will be watching closely to see how the now-fived-member SECRET NUMBER reestablishes its presence in the competitive K-pop landscape.
