Over the years, since the BTS members began focusing on their solo activities, world-leading brands have approached every one of these superstars. BTS is one of the rare K-pop groups where all seven members serve as Global Ambαѕѕadors for seven of the world’s top luxury fashion houses. This is not to mention each member's diverse collaborations with various other brands in jewelry, sportswear, beauty, food, and beverage.

From domestic labels to premier luxury houses like Louis Vuitton, Dior, and Celine, brands are willing to spend astronomical sums—up to millions of dollars per contract—to "scout" the BTS members, knowing this is an exceptionally shrewd economic strategy. They are fully aware that the value these superstars bring far outweighs the initial investment.

Specifically, the most compelling draw of BTS compared to other idols is their unparalleled ability to generate EMV (Earned Media Value). Earned Media Value is a metric that measures the economic impact of media exposure. This value is derived from organic visibility—the exposure a brand or individual gains naturally, excluding paid advertising. These impressions are generated voluntarily by third parties, such as social media mentions and content from influencers.

In other words, advertising is when a brand talks about itself, whereas EMV is when the world talks about the brand. A high EMV proves that a brand is "trending"—soмєтнing the public discusses and shares voluntarily without being forced by the label. Instead of spending tens of millions of dollars on traditional advertising, a single photo of a BTS idol can go viral, becoming the center of online conversation for hours and topping hashtags or search engine keywords globally. Crucially, this organic spread builds much higher levels of trust than a giant billboard on the street ever could.

Clearly, global K-pop superstars like the members of BTS are the celebrities most capable of achieving this. If you are still not convinced, look at how Jin and V propelled the two beauty brands they represent as Global Ambαѕѕadors—Laneige and Tirtir—to the number one and number two spots among the most influential кσяєαn beauty brands globally in 2025.

Daily Fashion News (DFN) and the marketing platform Lefty recently collaborated to summarize the Global Earned Media Value (EMV) rankings for K-Beauty brands in 2025. In the report, Laneige ranked 1st with a staggering EMV of $112.9 million, followed closely by Tirtir with an EMV of $72.1 million. These two brands surpαѕѕed many other famous кσяєαn beauty names, such as Beauty of Joseon, Medicube, and Innisfree, by an incredible EMV margin—all thanks to the powerful influence of their Global Ambαѕѕadors, Jin and V.

The $112.9 million EMV achieved by Laneige is the result of a promotional campaign spanning from September 2024—following Jin's appointment as Global Ambαѕѕador—through 2025. Jin’s influence is so immense that it helped Laneige outperform long-standing competitors and other global ambαѕѕadors to lead in media value.

Meanwhile, the second-place finish for V and Tirtir represents an incredibly rapid breakthrough. V was only appointed as the Global Ambαѕѕador for this domestic brand in early November of this year, meaning Tirtir’s EMV was magnified manifold in just 2 month. The brand quickly outpaced many long-established giants in terms of media presence simply by leveraging V’s powerful influence.

Witnessing these achievements by the two BTS superstars, the public is left in αωє, finally understanding why brands pursue them so relentlessly, while fans celebrate with pride:

- Aaah thats why Chanel beauty get JK as BA, they see the vision. So proud of our Jin and V

- Congratulations Taehyung and Jin. Tae did it in 2 months, very impressive

- I’m so proud of them. As expected. Visual kings! 

- The Beauty world hate to see these two fine shyts coming

- world wide handsome and world's most handsome man owning the world

- Laneige was founded in 1994 and having an EMV of $112.9M means that they REALLY understood the meaning of having the right ambαѕѕador at the right moment. About Tirtir, their marketing is incredibly good! Having an 315% GROWTH RATE is impressive, can’t wait for the next report.

- Ah, #TaeJin is dominating кσяєαn products for being their ambαѕѕadors. Their beauty and influence are top notch!

- Seeing Laneige and Tirtir at #1 and #2 is no surprise when Jin and V are behind them. Their global impact on beauty trends is unmatched!

- Huge respect to Jin and V for boosting Laneige and Tirtir to the top of the EMV charts! Their star power continues to shape the industry

- Jin and V are the ultimate beauty kings! Congrats to Laneige and Tirtir for dominating the EMV rankings. And notice that this wouldn’t be possible without them

- From music to beauty icons — Jin and V have proven their influence again. So proud!