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On September 24, 2024, BTS' Jin made waves online after LANEIGE Japan's latest post teased the addition of their new global ambassador. Although the image only showed the back of the celebrity, the BTS fandom was quick to recognize it to be the BTS member.
For the unversed, LANEIGE is a South Korean cosmetics and skincare brand. It was established by Amore Pacific in 1994. Meanwhile, the latest social media post by the brand showed the face of their new ambassador from a side angle, further strengthening fan speculations that it was the Epiphany singer-songwriter from BTS.
Fans flooded the comment section of the post. One wrote:
"IT'S THE WORLDWIDE HANDSOME"
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As the post went viral online within an hour of its announcement, some fans joked about the BTS idol's packed schedule after his military discharge.
"I’m convinced bangtan members have a different 24 hours because wdym seokjin has had time to film 823729 variety shows in both Japan and korea and who knows where else, 2928 photo shoots, do a festa concert, finish his album, go to Milan fashion week, and also discover new games," one fan wrote.
"Seokjin being employed left and right since his discharge lmaoo man never rested," another fan joked.
"Bro just be bagging brand deals left right center since he got out of the military," one other fan said.
Others made fun of the fact that LANEIGE invited online users to guess the identity of their new global ambassador, even though the BTS fanbase already knew it was the Epiphany singer-songwriter.
"All the official LANEIGE accounts : Omg who is it?! it is a secret! Wait for the reveal! We just know you can't tell at all!!! All BTS fanbases : Jin is now LANEIGE's ambassador!!!" one fan hilariously reacted.
"Jin really is the perfect ambassador for Laneige, who are famous for their lip products. He even uses lip balms until it’s completely gone! A rare breed indeed," another fan added.
"Waaahhh.. wait, I'm so happy that my current skin care is having my Kim Seokjin on their team!" another fan shared excitedly.
BTS' Jin bags multiple brand endorsement deals post his military discharge
According to the French publication, Paris Match, BTS' Jin was the most sought-after celebrity by multiple Italian and French luxury brands. However, the Grammy-nominated musician picked Gucci and FRED.
The BTS artist served the mandatory enlistment period of 18 months in the South Korean military from December 13, 2022, to June 12, 2024. After his discharge, he was announced as the first-ever global ambassador of LVMH-owned luxury jewelry brand, FRED on July 8.
The Epiphany singer-songwriter made history by being the first ambassador for the brand in its 88-year history of establishment. Recently, he was featured on the cover of Vogue Korea for FRED for its October special edition. The BTS star flaunted FRED's "Monsieur Fred Ideal Light" collection.
On August 8, Gucci announced him as their new global ambassador. Furthermore, he attended Gucci's Spring/Summer 2025 collection show in Milan on September 20 for the Milan Fashion Week. He was seen wearing an ensemble from the collection of Sabato De Sarno—Creative Director of Gucci.
Reportedly, the musician is set to release his debut solo album by the end of 2024.
