In a powerful demonstration of global influence, BTS member V (Kim Taehyung) has once again proven his unparalleled “Midas touch” in the commercial world.
Following his appointment as the brand ambassador for the Japanese skincare brand Yunth, the company has experienced a meteoric rise in both financial performance and digital engagement.
According to recent industry reports, the brand recorded an extraordinary 200% surge in sales and a staggering 322-fold increase in social media mentions in November 2025 alone.
This phenomenon, widely known as the “V Effect,” has not only transformed Yunth’s market presence but also propelled its parent company, Ai Robotics, to new financial heights.
Unprecedented Growth and Market Impact
The impact of V’s ambassadorship was immediate and far-reaching. The 200% sales growth recorded in November significantly surpassed the brand’s cumulative performance from the preceding seven months (March to October).
This surge was mirrored on social media, where the brand’s visibility skyrocketed by 32,200%, a jump attributed to the massive global reach of V’s fanbase, ARMY.
The commercial success directly translated to the stock market; shares of Ai Robotics jumped 7.53% the day after the official announcement, reaching a new all-time high.
Ai Robotics has explicitly stated that they view the collaboration with V as a cornerstone of their strategy to enhance brand awareness and aggressively expand into overseas markets.
The “Beauty in Bloom” Pop-Up Event
To capitalize on this momentum, Yunth hosted a high-profile pop-up event at @cosme TOKYO in Harajuku from December 10 to 16, 2025.
The event space was meticulously designed around V’s visuals to bring the brand’s “Beauty in Bloom” concept to life.
The exterior of the prominent Harajuku store was wrapped in giant imagery of the superstar, while the interior featured oversized panels and immersive displays.
BTS V and Yunth (Credit: Instagram)
The demand for the event was unprecedented; Yunth reported on its official X (formerly Twitter) account that all reservation slots for the “Taehyung × YUNTH” pop-up were fully booked immediately after registration opened, leaving many fans eager for any remaining walk-in opportunities.
Phenomenal Foot Traffic and Global Engagement
Despite the biting December cold, hundreds of people formed long lines daily outside the @cosme TOKYO store, with queues often stretching into the night.
Because of the overwhelming volume of visitors, entry frequently had to be closed early to comply with capacity limits.
This level of physical foot traffic, combined with the brand’s record-breaking online engagement, highlights V’s unique ability to bridge the gap between digital fandom and real-world consumer behavior.
Fans from across the globe shared photos and experiences from the pop-up, further amplifying the brand’s message through organic user-generated content.
V’s Legacy as a Global Brand Muse
V’s success with Yunth is the latest in a long line of successful collaborations that have solidified his status as one of the most sought-after brand ambassadors in the world.
From high-fashion luxury houses to niche skincare brands, his association consistently brings a level of prestige and commercial vitality that few other celebrities can match.
His authentic connection with his audience, combined with his distinct visual appeal and artistic sensibility, makes him an ideal muse for brands looking to make a global impact.
As Yunth moves forward with its international expansion plans, the success of this partnership serves as a definitive case study on the power of celebrity influence in the modern age.
With V at the helm, Yunth has successfully blossomed from a Japanese favorite into a global skincare contender.
In a surprising turn of events that has captured the attention of the K-pop community, Hyomin, a prominent member of the veteran girl group T-ARA, has announced a significant change to her appearance.
On December 26, 2025, the idol revealed that she had decided to cut her long, signature hair short. Known throughout her career for her healthy, flowing tresses that many considered her trademark, the sudden shift in style has sparked a flurry of discussion online.
This transformation comes just eight months after her marriage, leading many to wonder if the new look signifies a deeper personal or professional transition in her life.
The Grand Reveal on Social Media
On Christmas Day, she posted what she described as her “final photo” with long hair, teasing the upcoming change by stating,
“I’m posting this photo because I’m cutting my hair short tomorrow. I think the response will be good…”
True to her word, she followed up with an Instagram story the next day that showed her cut hair scattered on the floor of a hair salon with the poignant caption, “Bye bye.”
To add to the emotional weight of the moment, she paired the story with the track “Good Goodbye” by HWASA .
She eventually shared before-and-after photos, showcasing a layered, much shorter hairstyle that frames her face in an entirely new way.
Mixed Reactions from the Fandom
The response from Hyomin’s fanbase has been a complex mixture of admiration, shock, and nostalgia.
A large segment of her supporters praised the new look, calling it a “perfect winter style” and noting that her natural beauty allows her to pull off any hairstyle with ease.
The dramatic nature of the cut has led to intense speculation, with some questioning if the change is a symbolic move related to her new life as a married woman or perhaps a hint at an upcoming solo project with a drastically different concept.
Life After Marriage: A Private Chapter
Since her wedding in April 2025 to a non-celebrity finance professional ten years her senior, Hyomin has been relatively quiet, sharing occasional updates about her married life but generally staying out of the intense spotlight.
This relative privacy made the sudden, unexplained haircut even more impactful for her followers.
T-ARA’s Hyomin (Credit: YouTube)
In South Korean culture, a drastic change in hair length is often colloquially associated with a “fresh start” or a significant shift in one’s life circumstances.
While Hyomin has not provided a specific reason for the cut, the timing—eight months into her marriage—has provided plenty of fuel for fan theories regarding her current state of mind and future plans.
The Legacy of an “Iconic” Look
Hyomin’s long hair was not just a personal preference but a key part of her visual identity as a member of T-ARA and a fashion icon. Throughout the group’s many concepts—from the retro vibes of “Roly-Poly” to the sleek sophistication of their later hits—her hair remained a consistent element of her “cool and chic” image.
By opting for a short, layered cut, she is effectively shedding a visual persona she has maintained for over a decade.
Regardless of the mixed opinions, the move has successfully re-centered the conversation on Hyomin, proving that even after years in the industry, she still possesses the power to surprise and captivate the public with a single choice.
As she embraces this new aesthetic, fans remain eager to see if this “Good Goodbye” to her hair is a prelude to a new artistic hello.
