In the K-pop industry, Jimin is often referred to as the “IT Boy.” But this title didn’t come by chance! In fact, Jimin has repeatedly proven his “golden effect,” not only in music but also across fashion, beauty, and more.
In 2023, Dior reported record-breaking revenue of over 1 trillion won in South кσяєα — the first time in history at this market — which was closely linked to his appointment as their global ambαѕѕador. During Paris Men’s Fashion Week 2023, where he attended as Dior’s ambαѕѕador, Jimin generated around $17 million USD in Earned Media Value (EMV) with just two posts, accounting for 54% of Dior’s total EMV for the event.
Meanwhile, the Louis Vuitton Clock Intarsia Pullover, the Alexander McQueen necklace in Butter, the CELINE T-shirt from Season’s Greetings 2022, the short jacket from RECTO, and the knitwear/Chelsea boots from WOOYOUNGMI — along with countless other fashion and accessory items — have all sold out within just hours after fans saw Jimin wear them.
Wherever he appears instantly becomes a hot topic, and whatever he uses is hunted down globally. The combination of his star aura, refined aesthetic sense, and extraordinary personal charm has made him one of the most powerful fashion icons of today.
So, it comes as no surprise that the outfit he wore at the airport on the morning of September 30, on his way to Paris for Dior’s October 1st show, once again sparked lively shopping discussions among netizens. Right after his appearance, multiple X accounts shared detailed information about his clothing and accessories, including: Dior Spring/Summer 2026 menswear shirt, Dior bag, Patek Philippe “Aquanaut 5167/1A” and Gentle Monster’s “Vanta 02” sunglαѕѕes.
But one particular item drew more attention than all others — the ORYX_N3 necklace from Souhait, priced at 410,000 KRW. Within just a few hours of the brand being identified, fans flocked to Souhait’s official SNS accounts, flooding them with messages. Everyone wanted to know how to buy the same necklace.
Faced with the overwhelming wave of interest, Souhait had to issue an urgent announcement via their story: “We’ve received so many inquiries about the item Jimin wore today. Due to the high volume, we shared the details through our story”. The story included a link to the ordering website.
What’s remarkable is that Souhait’s necklace was not part of any official promotional campaign. Jimin had simply chosen it as an accent piece for his airport outfit. Yet with this small act, he brought the brand into the spotlight and all but guaranteed it a “future flooded with orders.”
This case once again demonstrates how Jimin’s influence goes far beyond that of a music idol. He is a true trendsetter, capable of turning any item he wears into a globally sought-after trend. That’s why brands line up, hoping to secure a collaboration with him.
Fans left their reactions as they watched yet another trend born from Jimin:
- Brand King Park Jimin proving his impact and demand once again!
- the power Jimin holds. the event even doesn't start but the atmosphere is so hot
- It's a beautiful necklace. The price isn’t too high, but what matters is that Jimin looks amazing wearing it — that’s why ARMYs want to buy it too.
- The impact, Jimin's the global it boy for a reason
- He’s a fashion icon. Just a few minutes at an airport are enough to make it clear who the Global It Boy is.
- Life when you are Jimin, a reference for many and the most loved one. Anything Jimin touches it's sold out or revalued. That's all.
- The It Boy really stirs up the fashion world, and I love it when he also elevates local brands.
- This brand just нιт the jackpot thanks to Jimin. Jimin's impact is insane
- One airport look from Jimin and suddenly the brand is set for life. ARMYs so quickly if you want to get it, I think it will be sold out soon
- Souhait couldn’t have asked for better promotion and it's even free from global IT Boy
- I think some people won’t receive their necklace until next year because the brand is definitely overwhelmed with orders. They only start making each piece after it’s ordered
