“The face of employment” — Fans react as BTS’ Jin’s influence sends LANEIGE sales soaring in Japan with over 10,000 units fold in first 5 days

On November 7, 2024, media outlet THE GURU reported that due to BTS' Jin's popularity in Japan, LANEIGE's 'Cream Skin Serapeptide Refiner' sold 10,000 units in just 5 days. The singer-songwriter became the first male global ambassador for the skincare brand LANEIGE on October 1, 2024 (September 30, ET).

THE GURU reported that Amorepacific (LANEIGE's parent company) used the tagline, "First step, first moisturizing overall," for its Cream Skin global campaign, including Japan. It sold over 4.4 million units globally between October 2018 and July 2024.

Notably, the demand for the product increased across Japan after LANEIGE held a giveaway featuring 'Jin's goods.' The giveaway hamper included a photobook containing the idol's unseen photoshoots for LANEIGE. The giveaway products would be given to customers who purchase the LANEIGE Cream Skin from the brand's partnered shops, such as Loft and Plaza, along with online shopping stores like Q-ten and Rakuten.

Amorepacific Corporation ran the ad campaign for its bestselling Cream Skin Toner & Moisturizer featuring the BTS idol from October 19, 2024, which resulted in a reported sales estimation of 84 products per hour. Billboard reported that the product starts at $16 and is sold across websites, including Laneige.com, Sephora at Kohl's, Amazon, and Sephora. Fans lauded the BTS idol for his global impact and selling prowess.

"This is the reason why he will always be on demand. brands will fight to get to work with him. I feel sorry for other brands that don't have any deals with seokjin, the face of employment," one fan wrote on X.

The BTS fandom praised LANEIGE for choosing the Epiphany singer-songwriter as its first male global ambassador.

"love how it’s phrased as “chosen by jin” like yes it’s definitely an honor for the brand to be selected by mr wwh thee kim seokjin," one fan wrote.

"Thee face of employment jin impact wow! this is actually huge knowing Japan has a lot of popular local beauty brands too," another fan wrote.

"They should also count my lipbam," one other fan added.

Others underscored how everything "sells out in minutes" whenever the BTS sensation endorses it.

"Laneige made a genius move bringing Jin on board their campaign. I went from knowing nothing about them to buying half a dozen of their products." one fan said.

"Good choice of model @Laneige_kr….congratulations," another fan wrote.

"Whatever he touches, sells out in minutes. Nobody can touch his impact." another fan added.

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BTS' Jin's endorsement helped FRED and Ottogi products go out of stock

Korea Economic Daily reported that the BTS idol became the brand ambassador for Ottogi Ramen in 2022, which increased its overseas sales by 19.2% to 326.4 billion won (approx. $235 million). This amounts to 10.3% of the 3.1833 trillion won in total sales (both domestically and internationally) from the previous year.

In July 2024, the idol became the first global ambassador for the French luxury brand FRED. Within hours of the official announcement, the FRED Force 10 winch bracelet priced at $27,127 sold out.

The Force 10 Iconic Necklace, priced at $97,398, also went out of stock. The BTS singer donned both jewelry items in the official FRED photoshoot.

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In other news, the BTS singer is set to release his debut solo mini-album, Happy, with the lead track, Running Wild, on November 15, 2024.