Jungkook is known as having "golden hands" and has a strong impact on the retail industry. Jungkook has created a "sold-out storm" with many products that he uses or promotes. Moreover, he also indirectly changed the business model for many brands or helped them succeed and expand their markets.
GOLDIVA recently also had a similar case when collaborating with Jungkook to launch limited-edition chocolate. However, this brand and its distribution store in Seoul encountered serious problems selling products and received "negative" feedback from fans. This happened after they had problems with Jungkook's "brand power".
Below is the situation that GOLDIVA Store is facing and fans' reactions to this context:
On November 16, Belgian luxury chocolate brand 'GODIVA' announced that it will collaborate with BTS Jungkook and his solo album 'GOLDEN'. GODIVA will sell a limited edition dessert and chocolate menu in collaboration with Jungkook from November 20 to December 31.
Therefore, from the early morning of November 20, a huge number of ̾k̾o̾r̾e̾an and international fans were present in front of this limited-edition chocolate distribution store in Seoul. The number of people waiting before the store opened was so large that it stretched for an entire city block and many fans had to give up because they couldn't find a place to stand and the weather was too cold to wait long.
But the fans who did not give up still had to receive a bitter end because the store immediately announced that the chocolate boxes combined with Jungkook were sold out before even opening. This product is sold at the same time on the store's website and in their direct store. However, as soon as the product was released on the online website, it was sold out within 8 minutes, so in-store buyers no longer had the product to be able to purchase.
The fans' efforts to wait for many hours since early morning in subzero weather but without any results made many people angry. They expressed their indignation that GOLDIVA did not anticipate how great the fan demand would be when they cooperated with a global superstar, "golden hands" like Jungkook. But that also proves that Jungkook's charm is truly beyond imagination.
Many other fans expect GOLDIVA to deliver large quantities of the product in the following days:
- Sold out after 8 minutes? It's Jungkook, how could they not have anticipated the demand.
- SOLD OUT KING JUNGKOOK STRIKES AGAIN as GOLDEN x GODIVA HAS BEEN SOLD OUT!!
- Hopefully there will be an international version, the packaging looks so lovely!
- The album theme really matches the brand, it looks very luxurious so everyone wants to get it
- Please open it nationwide, not just in Seoul ㅠㅠ
- It is so luxurious, it's also sold-out on the website
- I want to test it too, please providing us more
- Sold out before opening lmaoo. Please prepare well before collaborating with JK. If not, you will face this situation
Meanwhile, the collaboration, showcased at Godiva's chocolate dessert cafe "Stage by Godiva" in Dosan, Seoul, incorporates the concept of Jungkook's first solo album "Golden," inspired by the theme of the "Golden Moment." The Godiva cafe "Stage by Godiva" store is adorned with posters and videos in line with Jungkook's album concept, featuring specially crafted limited-edition chocolate and dessert menus.
The Godiva Golden Edition chocolate applies the golden concept to Godiva's best-selling "Gold Collection" chocolate. Starting from the 20th, it will be available for purchase at Godiva Cafe and Godiva's official website, with a limited quantity released on the global fandom life platform 'Weverse Shop' from the 21st. Additionally, Godiva Cafe will offer special dessert menus as part of the limited collaboration, including the "Golden Dark Chocolate Mousse Cake," "Golden Chocolexa," and "Golden Double Chocolate Soft Ice Cream." Customers who make purchases at Godiva cafes and official websites will also receive golden postcards as a bonus.
A Godiva official stated, "This collaboration was organized to once again communicate Godiva's brand values to customers through the 'Golden Moment,' inspired by Jungkook's solo album 'Golden.'" The official added, "Godiva will continuously strive to offer customers a 'golden moment' through top-quality chocolate."
