Jungkook was appointed global brand ambassador for Calvin Klein in 2023, and this partnership immediately brought a remarkable transformation to the American luxury brand.

His very first campaign (Spring 2023) alone generated approximately 1.7 billion impressions across social media and PR channels — an unprecedented figure in the brand’s history. The Instagram post featuring Jungkook became the most-viewed video in Calvin Klein's history (with over 21 million views) and also set the brand’s record for the most-liked TikTok post.

Meanwhile, according to data from the first quarter of 2024, after Jungkook became ambassador, Calvin Klein’s website recorded a 39% increase in traffic, and sales surged by 150% in the first week of the campaign compared to the previous period. The denim shirt worn by Jungkook sold out on Tmall in China in just 30 minutes.

After Calvin Klein officially announced Jungkook as global ambassador, the stock price of PVH Corp (its parent company) rose by approximately 20%, from around $72.26 to $88.36 within just four days. By mid-2024, the stock continued to hit a peak at $87.93 per share — the highest level in over six years, and an increase of about 20% since the campaign’s launch.

Even after a two-year hiatus due to military service, Jungkook’s influence on Calvin Klein has shown no signs of fading. Sales of product lines featuring Jungkook have continued to grow, especially in the Asian market — where the brand has launched many large-scale promotional activities for the first time, thanks to his immense popularity.

Most recently, Calvin Klein teased the upcoming launch of its first flagship store in Asia, set to open in Harajuku, Tokyo by the end of August 2025. Located at the Jingumae intersection, the store will span from the first to the third floors of YM Square Harajuku, offering a full range of Calvin Klein’s main product categories.

While Calvin Klein has previously held events and opened smaller-scale stores in several Asian cities, none have matched the scale of this new flagship. As a result, the announcement quickly went viral across social media, signaling the brand’s growing focus on Asian markets — particularly where it receives enthusiastic support from younger fans due to Jungkook’s impact.

Jungkook previously attended the launch event of the Calvin Klein Jeans Fall 2023 collection in Tokyo and became the center of media attention. That event now appears to have been a prelude to this flagship store launch.

Beyond the news of Calvin Klein’s first Japanese flagship, fans have also begun speculating about a new project soon to be unveiled between the “Golden Maknae” and the brand. Though no official announcement has been made, behind-the-scenes hints have raised public anticipation. Jungkook was recently spotted wearing a Calvin Klein baseball cap featuring a new campaign font — rumored to be inspired by his own handwriting — when departing from Incheon International Airport to Los Angeles.

Additionally, the brand has hinted at a refreshed logo, signaling an upcoming high-impact campaign.

On top of that, Calvin Klein Collection 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. Many speculate that Calvin Klein’s global ambassador, Jungkook, may attend the event.

These recent moves by Calvin Klein have left fans stunned by the sheer scale of BTS superstar Jungkook’s influence — a force powerful enough to reshape the brand’s trajectory. At the same time, fans are eagerly awaiting the next wave of events and projects featuring him and the iconic American label:

- By the sacred threads of denim and divine abs, I hereby summon the ultimate manifestation, JK x CK and make it a bit spicy

- we’re so ready for Ck x Jk, we want Jungkook!

- Calvin Klein refreshed their logo Calvin Klein × Jungkook new campaign is coming?!!!

- Calvin Klein knowing they're about to have their biggest campaign ever when they are first to reveal Jungkook's chest tattoo

- This is gonna be the first time we see him attending fashion week I'm gonna d!e

- And we're all waiting for [Jungkook] to serve another legendary moment with a new campaign, new era, new fire

- they refreshed the logo and opened flagship store just in time for jungkook to break the internet again

- How exciting! Your best brand ambassador JK has to be there on opening day!