On March 2, luxury jewelry brand Tiffany & Co. introduced the brand's newest ambαssador, BTS Jimin. While ARMYs rejoiced over Jimin's new ambαssadorial title, a controversy broke out between his fans and fans of BLACPINK Rosé.

This situation has been going on for days as both sides argue with each other about the name and the high and low level of Jimin's ambαssador title. This controversy only ended recently after fans of Rosé received an official response when they sent a letter to Tiffany&Co.

It seems that BLACKPINK Rosé fans got a cold water from the brand's response while ARMYs continued to proud of Jimin's influence:

For K-pop fans, the fact that idols become brand ambαssadors of high-end fashion, cosmetics and accessories stores is a measure of success and popularity. Because not all idols get to be brand ambαssadors, and that's even more difficult for the title of global ambαssador of a high-fashion brand.

Depending on the brand, they will have one or many house ambαssadors (someone who represents a specific brand or company and promotes it within their local community. They may be responsible for managing events, attending trade shows, and engaging with customers). But the title of global ambαssador (someone who has a larger scope of influence and represents the brand on a global level. They are often tasked with creating campaigns, attending international events, and engaging with customers across multiple markets) is often known as the highest and most prestigious position for only one artist when representing a brand.

However, there are also some fashion houses or luxury brands that do not have the title of global ambαssador and house ambαssador is their highest title.

For Tiffany&Co, they own many idols, who are famous as house ambαssadors such as Lupita Nyong'o, Elle Fanning, and Jackson Yee. However, the title of global ambαssador is only for one artist (before announcing Jimin), which is BLACKPINK Rosé.

Therefore, at the beginning of March, when Jimin was announced as the new ambαssador of this luxury brand, the controversy between Jimin's fans in particular and ARMYs in general and Rosé's fans began to arise. Specifically, in the post announcing ambαssador Jimin on its Instagram, the company mentioned the phrase: "...newest House ambαssador..."

However, in the article WWD - a reputable newspaper announcing Jimin's role as an ambαssador of Tiffany&Co, it includes words to describe Jimin as "newest house ambαssador" or "brand ambαssador". Along with that, Tiffany & Co.'s Executive Vice President of Product and Communication. is Alexandre Arnault shared more about Jimin's participation in various advertising campaigns and important events of the company in the future.

Since then, ARMYs have commented that Jimin owns the title of global ambαssador along with Rosé while the female idol's fans think that Jimin's title is one level lower because he was announced as a "house ambαssador" while Rosé is the "global ambαssador". However, ARMYs also pointed out that the use of the word "house" in the ambαssador's statement is just Tiffany&Co's way of calling artists signed with the label.

Meanwhile, on the brand's official website, they list Jimin as "the newest GLOBAL House Ambαssador" in the full sentence about him that: "Tiffany & Co. welcomes Jimin of 21st-century pop icons BTS as its newest global House ambαssador". They also describe him with the same phrases and words as other global ambαssador posts.

But Rosé's fans continue to say that ARMYs are misunderstanding Jimin's position and don't think ARMYs' arguments are correct. While the controversy continued between the two sides, some fans of Rosé emailed Tiffany & Co to inquire about the position and value of Jimin's title.

After that, they received a clear response from this high-end brand along with the phrase "...newest global House ambαssador..." Tiffany&Co's statement ended the controversy and the female idol's fans had to admit to being together. With Rose, Jimin is the only K-pop artist to sign a "global ambαssador" contract with this high-end jewelry brand.

Current ARMYs still maintain their love and pride in Jimin's influence with high-end brands including Dior and Tiffany&Co!