The members of BTS are known to possess a superpower that is: all the products they touch will be out of stock in an instant (even though there is no advertising contract). However, the reality is that the purchasing power of ARMYs is too great and they love the things their idols use.
However, recently there is a phenomenon that even BTS does not use the item but when it is related, it can suddenly sell out. That is Pandora bracelets and charms - a longstanding brand associated with the making of famous jewelry and bracelets.
It seems that there will be no link between BTS, ARMY and Pandora, but you will find it reasonable because of the following:
Recently, a newspaper called Style Castle was amazed and reported that the sales of Pandora charms increased dramatically and even sold out less than a month after BTS confirmed. enlist in the army in the near future. Obviously BTS's enlistment and Pandora's sales growth are two completely different things, but the truth is that it does have an effect.
That's because it was discovered that the charms that were most purchased - contributing to the company's sales up 200% only after the group confirmed their enlistment were: purple heart, purple glass or astronaut charm or Indigo glass,... Especially in that, the purple heart charm is said to be the best-selling item of this brand and is priced at about $35 (after discount 30%, was $55 before).
Pandora is a Danish jewellery manufacturer and retailer founded in 1982 by Per Enevoldsen. The company started as a family-run jewellery shop in Copenhagen. Nowadays, it has been popular over the world for its customizable charm bracelets (the most famous item), designer rings, earrings, necklaces and (now discontinued) watches. The company has a production site in Thailand and markets its products in more than 100 countries on six continents with more than 6,700 points of sale.
This brand has engraved charms with its own meaning and the possession of charms also carries the intention of the user. For ARMYs, the use of purple heart charm symbolizes their bond with BTS.
Because the color’s prominence within the fandom got boosted when V coined the term “보라해” or “borahae” which means “I Purple You.” It’s a portmanteau of 보라색 (borasaek) which means purple, and 사랑해 (saranghae) which means “I love you”. The deeper meaning of the phrase means “I’ll love you till the end of days” since V pointed out that purple is the last color of the rainbow and ARMY and BTS’ love and connection will never go away.
Meanwhile, Pandora purple glass also has the same color meaning. In addition, the astronaut charm is said to connect with Jin's new solo album before he enlisted and the indigo glass is said to be related to RM's solo album Indigo. Overall, the colors and shapes of charms are loved by ARMYs because they are associated with BTS.
Many people even believe that buying Pandora bracelets and charms when each BTS member enlists, after they reunite, ARMYs will have a complete and meaningful bracelet.
As a result, sales of Pandora bracelets and charms skyrocketed 200% after BTS announced that they would be enlisting in the Korean army. TikTok videos of ARMYs who went to buy Pandora rings that went viral also helped boost the trend's popularity, with the caption saying, “I won’t take it off until 2025,” which is the year when they’ll be reunited as seven once again.
Many ARMYs have also posted bracelets with BTS-related charms to commemorate this:
A spokesperson of Pandora said, “The Metallic Purple Heart Charm has seen a significant increase in popularity online due to fans’ excitement about a possible BTS reunion in 2025. In the last month, we have also noticed a rise in product sales which aligns with this rising TikTok trend, and with press reporting the proposed reunion date.”
Meanwhile, other ARMYs also suggested that maybe Pandora should give ARMYs some favor when all are loving Pandora bracelets and charms:
- dying because we all bought one. THE IMPACT.
- 200% percent. Also I love how army randomly sell out unexpected things
- Weverse should’ve caught on to this trend and made an official one to buy! I don’t like Pandora bracelets but I have a lot of other purple/BTS themed ones.
- wow..200%?? How about a special discount code for ARMY
- Just ordered mine. Will pick up later at store
- Ordered one for me and my sister. I'd been eyeing it all the time but couldn't bear to pay $50 for something so tiny. But I bought it once it went on sale for $35 lol.
- Retailers know. That purple BTS logo sweater from Mango was no accident too.
