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From global pop star to a brand powerhouse, Jungkook’s presence drives trends, sales, and brand credibility worldwide.
A huge part of K-pop culture isn’t just buying every merch out there, getting tickets to every concert or streaming music like it's our full time job. It also entails fans closely monitoring what their favourite idol uses in his day to day life. The products that he isn’t necessarily endorsing but the ones that he bought from his own money because he likes a certain thing. Believe it or not, it is a big part of fan girling. Over the years, using the same product as your idol has become equivalent to feeling one step closer to him. The feeling of knowing that you are on the same page about something with an artist you love so much is just unparalleled. But how does one come to know about who is using what? K-pop idols don’t just restrict themselves to filming music videos, they expand to other entertainment territories like variety shows and live streaming. Hence fans notice the products that they’re using during a travel show or a random live stream their favourite idol is a part of!
Jungkook of BTS has become the pioneer of this concept. Unintentionally, anything and everything he uses gets sold out within a few days. And I don’t mean basic things like the t-shirt he wears or the place he orders take out from. It’s the tiniest of things that usually go unnoticed. Right from his dental floss, body wash, lip balm, phone cover to even the crockery and the ingredients he uses in his kitchen; all of these see a sudden spike in sales the minute he is seen using them on camera. There are dedicated Instagram pages where the only content people make is to find out where all the things he is using or wearing are from! In the western world, such things are unheard of but in K-pop culture, it’s just another Tuesday!
Also Read: Stalking, breaking-in and obsessive fan behaviour, Idol-I is exposing K-pop’s most uncomfortable truth!
Out of the seven BTS members, Jungkook is probably the one who communicates with his fans through live streams the most and also the one who can stream for hours on end! On some days it really feels like we are on a facetime video call with a friend. Over the past few years he has worked towards building that relationship with his fans where it feels like we’re one big family. And because the love for him grows so deep within Armys, he does hold a huge power over our purchase habits. A recent ‘What’s In My Bag’ video with Vogue Japan for his travel show Are You Sure season 2 went viral as he revealed quite a few things his fans have been curious about! But mainly two products that stood out were his Chanel perfume and his Laneige lip balm that was sold out worldwide! The very next day, Armys found themselves running to their nearest Chanel store to finally know what their favourite idol smells like and it also took over our social media algorithm as Armys made videos on buying the perfume because of Jungkook and also their review of it!
In the past, Jungkook himself has been a victim of his favourite lemonade kombucha getting sold out because he drank it on camera once during a live stream. His fan mass purchased it to the point where there was none left for him as well! That’s the Jungkook effect for you! He has managed to unexpectedly help out numerous local and international brands over the years simply through using a product for a few seconds on camera and this kind of widespread phenomenon amongst fans is rarely something that we see today!
What are some things that you've bought because of the Jungkook effect? Let us know in the comments below!
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