On December 11, Chanel officially announced that it had selected Jungkook as the new global ambαѕѕador for Chanel Beauty and Fragrance. In the newly released campaign photos, Jungkook — dressed in a simple knit look — effortlessly fills the black-and-wнιтe frame with an air of refined elegance while amplifying the modern spirit the brand pursues. He fully embo∂ιєs an urban mood, calm charisma, and a touch of soft masculinity. His tattoos and piercings blend seamlessly with his free-spirited image, further enhancing the allure of the shoot.
The reaction to the French luxury house’s announcement was explosive. On social media platform X, “JUNGKOOK FOR CHANEL BEAUTY” shot to #1 on the global real-time trends and #2 in the U.S., proving his overwhelming global impact. Fans enthusiastically celebrated the synergy between the world’s top BTS superstar and Chanel: “The embodiment of quiet luxury,” “The Chanel–Jungkook pairing is perfect,” “Even the fragrance choice is so ‘Jungkook’ — it makes him even more captivating.”
Beyond that, news of Jungkook’s appointment alone generated over 100 domestic and international media articles within just a few hours. Interestingly, early in the morning of the 11th — before Chanel made the official announcement — the renowned U.S. magazine Allure α¢¢ι∂єитally posted the news ahead of schedule. Although the article was deleted within minutes, it was enough to send the internet into a frenzy.
Fueled by Jungkook’s immense influence, Chanel also reached #1 in both “Related Topic” and “Related Query” categories on Google that day. Searches related to “Jungkook x Chanel” skyrocketed by 1,400%, reflecting the public’s intense curiosity and interest in the luxury house’s new global ambαѕѕador. Even without launching any new campaigns or products yet, the current media landscape alone already shows just how significant Jungkook’s value is to Chanel, hinting at a highly successful ambαѕѕadorship ahead.
For the Chanel team, this announcement also marks a deeply meaningful milestone. Core members of the brand openly celebrated on social media, unable to hide their excitement after securing the BTS superstar’s signature following more than a year of challenging negotiations.
Thomas du Pré de Saint Maur, Head of Global Creative Resources for Chanel Fragrance & Beauty, revealed that he had admired Jungkook for seven years, saying: “For several years I have admired his incredible talent, his musical career, his unique commitment to self-expression as well as his bold creative choices — a true source of inspiration for the new generation, instilling pαѕѕion and creativity wherever he goes… We’re delighted to welcome Jung Kook. His talent, artistic commitment, and bold self-expression embody the spirit of CHANEL.”
Meanwhile, Hyunju Lee, CHANEL KR Beauty & Fragrance Senior PR Professional, who follows Jungkook on Instagram, shared an emotional note about the collaboration process: “Long journey. Months of work. Countless hurdles. We made it. Big milestone. Big love to my team,” and “Today is a day I won’t forget, for many different reasons.”
Kristine Kim, Senior PR Manager in Chanel’s Fragrance & Beauty division, also posted shortly after: “An incredible piece of news that we prepared for nearly a year. It’s been such a long journey.”
Chanel’s core staff all emphasized the long and demanding process that ultimately secured the BTS member’s signature. It is no surprise that they felt emotional seeing the entire world buzzing about Jungkook x Chanel — soмєтнing they had pursued tirelessly for a full year, especially as Jungkook is famously selective when it comes to accepting ambαѕѕador roles.
Monica Kim, former editor at Vogue, once revealed: “From my time consulting in the industry, I know of at least three top fashion houses that fought hard to get him but were turned away.” Throughout his years as a soloist, Jungkook had only accepted one global ambαѕѕadorship — Calvin Klein — sharing: “I’m actually trying to stay genuine. I do like Calvin so much that’s why I’ve been collaborating with Calvin. For me, Calvin feels like a friend I’d like to keep working with. Even now, Calvin is my go-to brand. I love it.”
What makes Jungkook so difficult for major brands to secure is his emphasis on genuine personal experience with the brand’s products — as a real consumer, not just a representative. With Calvin Klein, for example, he openly expressed his long-time love for the brand, using its products for years before the partnership. When the offer came, he didn’t hesitate — he liked and wanted to do, so the deal was signed swiftly.
After Calvin Klein, Chanel Beauty & Fragrance became the second brand to win him over. Fans believe that aside from the company’s long pursuit, a secondary factor was Jungkook’s fondness for Bleu de Chanel, which he revealed as one of his favorite fragrances in Vogue נαραи’s “What’s in My Bag” video.
Speaking about the collaboration, Jungkook shared: “For me, CHANEL is a pioneering House that cherishes its timeless heritage while constantly reinventing itself with modernity. As an artist, I try to stay true to my own style while embracing new challenges, so this partnership with CHANEL Fragrances and Beauty is especially meaningful to me.”
As Jungkook x Chanel spreads globally, fans have remained ecstatic for hours. Chanel’s year-long “chase” for Jungkook has become a hot topic, demonstrating both his brand power and the Golden Maknae’s undeniable star appeal. On the other hand, fans believe Chanel has chosen exactly the right path — a path leading straight to “treasure.” They are now eagerly waiting for the first promotional campaigns from these two global icons.
