It has been two years since Jungkook was appointed as the global ambassador for the American denim brand Calvin Klein, with the first campaign beginning in Spring 2023. Since then, Jungkook has brought tremendous value to the brand in both revenue and media exposure, especially in countries such as South Korea, Japan, China, Vietnam,...

That is perhaps also the reason why the brand has recently launched large-scale promotional activities targeting the Asian market – a promising market that is gaining strong support thanks to the widespread popularity of the Golden Maknae.

Most recently, Calvin Klein revealed information about the launch of its first flagship store in Asia, scheduled to open in Harajuku, Tokyo at the end of August 2025. Although Calvin Klein has previously held events and opened stores in some Asian cities, none have matched the scale of this new flagship.

As soon as the news spread on social media, netizens expressed great excitement that the brand for which Jungkook is a global ambassador would finally have its first flagship store in Asia for fans to visit. Some other fans also commented on Jungkook’s influence on the brand and even speculated about his possible appearance at the store's launch event in Japan.

Meanwhile, although there has been no official confirmation, in response to the excitement from netizens, Calvin Klein made a move that seemed to affirm some information regarding its global ambassador. One day after the news about the flagship store was shared, the brand’s official X account in Japan replied to all excited fan comments with three heart emojis: blue, black, and white.

Coincidentally, fans discovered that these are exactly the three colors used on Jungkook’s nails when he traveled to Los Angeles earlier this month.

Initially, fans were simply delighted by his stylish appearance and believed it symbolized support for the global “Polished Man” campaign — an initiative launched by the non-profit organization YGAP (Australia) to raise awareness and funds to combat child abuse, especially physical and mental abuse.

At that time, many articles and social media posts expressed respect for the BTS star for his compassion in supporting a community campaign. But after Calvin Klein posted that comment, fans believed that the nail design might be more closely linked to the brand's upcoming campaign.

It’s also worth noting that, in addition to the nails, he was also spotted wearing a Calvin Klein baseball cap featuring a completely new font — believed to be inspired by his own handwriting. Besides Jungkook’s earlier teaser moves, the brand also previously revealed a refreshed logo, signaling a major upcoming campaign.

Regardless of the interpretation, fans have commented that Jungkook's fire hasn’t dimmed at all, despite being on hiatus for two years due to military service and not yet officially returning to activities. Every gesture, action, or change in appearance by him continues to become a hot topic of public discussion.

Meanwhile, Calvin Klein will return to New York Fashion Week (NYFW) for the first time in about seven years, with the upcoming Fall/Winter 2025 show — marking the beginning of a new era in the brand’s redefinition process. Many are looking forward to his first appearance at a fashion show, promising a media explosion similar to that of other BTS members.