BTS V's 'TIRTIR Effect' Dominates US & Japan Pop-Ups, Further Solidifying K-Beauty Influence

Global superstar V from BTS, currently serving as the global ambassador for beauty brand TIRTIR, is creating a massive buzz with the brand's pop-up stores, following successful runs in Korea and the US, and now captivating Japan.

V attended the TIRTIR global pop-up event in Los Angeles on the 15th (KST), drawing worldwide attention as the face of K-beauty. This marks the first large-scale global pop-up since the brand's inception, and V's involvement was pivotal in capturing international interest.

TIRTIR is strategically expanding its reach by linking Seoul's Seongsu, Los Angeles, and Tokyo in a sequential global campaign. This bold move leverages V's brand power to transition from an online-centric market to a significant offline presence.

In Tokyo, the pop-up event held at MEDIA DEPARTMENT TOKYO from November 15th to 22nd has been a major success. V's promotional video is continuously displayed on large billboards near the iconic Shibuya Scramble Crossing, mesmerizing fans and local consumers alike.

The overwhelming response has translated directly into sales figures. TIRTIR Japan announced that V's stunning pictorial would grace the cover of the latest issue of WWD Japan on the 17th. Within hours of the announcement, the sales channels for WWD Japan reported 'sold out' notices, once again confirming the potent 'V Effect'.

Product sales have been explosive. In Japan, TIRTIR products currently hold the No. 1 spot in Amazon Japan's base makeup and face makeup categories, have maintained the No. 1 position in the foundation category for 10 consecutive days, and are leading the popular gift rankings, showcasing intense consumer demand.

Globally, the reaction has been equally fervent. Rolling Stone US reported on the LA special preview event in an article titled 'V Gifts Fans at Korean Beauty Brand Skincare Campaign Launch Party.' The publication noted, 'V celebrated the preview alongside Charles Melton, Isabella Merced, and Emily Alyn Lind. Despite being a private event, fans lined up in the rain, eagerly awaiting V's appearance.'

Rolling Stone further assessed, 'The campaign event attended by V is a significant milestone for the brand, contributing to its expansion into the US market.' The article highlights how K-beauty, alongside K-pop and K-drama, has become a crucial pillar in the global cultural market. TIRTIR's global campaign serves as a prime example of the synergistic effects achievable through K-culture collaborations.

Korean netizens are expressing their excitement, commenting, 'As expected from V! His class shines overseas too,' 'V's power is incredible. Let's make TIRTIR trend again!', and 'I wish they'd open more pop-up stores in Korea soon.' These comments highlight how V's global popularity is being keenly felt.