BTS V Turns Times Square into 'V Road' for K-Beauty Brand Pop-Up

BTS member V has captured global attention as a representative star of K-beauty by attending a pop-up event for a beauty brand in the United States.

As the global ambassador for the beauty brand Tirtir, V's participation in the pop-up event held in Los Angeles, USA, garnered an enthusiastic response from fans and industry insiders.

V's Tirtir advertisement teaser quickly gained traction, surpassing 130 million views in just six days, marking a successful start to the collaboration between a global superstar and K-beauty.

Tirtir, which had previously seen viral effects spread through TikTok, has now expanded its reach into the U.S. market.

The brand, primarily relying on online sales, invested heavily in its first major global pop-up events simultaneously held in the U.S. and Japan, aiming to strengthen its brand image and expand offline presence, leveraging V's star power.

In New York's Times Square, a global landmark known for its New Year's Eve ball drop and a competitive advertising space for major corporations like Samsung and Coca-Cola, seven out of ten large screens featured V's Tirtir advertisement. His image was also broadcast on four surrounding billboards, transforming the area into a 'V Road.' In Los Angeles, V's advertisements dominated the streets, appearing on subways and bus stops along the fashion-centric Melrose Avenue, where the pop-up was held. Simultaneously, a pop-up event took place in Shibuya, Tokyo, with large-scale advertisements gracing the streets.

V, with 69.51 million Instagram followers, has over 12.6 million followers in the U.S. alone, the highest among Korean stars. This figure holds significant meaning as a strategic bridgehead for penetrating the U.S. market. Google Trends in the U.S. also shows V as the most searched Korean star, highlighting his immense popularity and buzz.

The pop-up event was attended by beauty industry professionals, media, and prominent figures, including emerging Gen Z actors like Charles Melton, Madeline Petch, and Isabella Merced, as well as leading American influencers such as Pierre, Leeeejay, and SummerSummer.

V's mere presence heated up Los Angeles. Upon his arrival at the pop-up venue, attendees erupted in cheers, flashing their cameras. NBC's 'The Tonight Show' marveled, 'The one and only,' while a photographer praised, 'V has a calm power. He has charisma. There's no one like Kim Taehyung. No one.'

Korean netizens reacted with excitement, commenting, 'I have to buy anything V endorses!', 'As expected from the world-class Kim Taehyung!', and 'It's proud to see the K-beauty status rising.'