BTS’s Jin has once again proven his massive influence as he continues his streak as the “Sold-Out King.” Following his appointment as Gucci’s global ambassador, Jin’s power to move merchandise has been on full display.
On the 8th, Italian luxury brand Gucci announced Jin as their new global ambassador. In the promotional photos, Jin is seen wearing pieces from Gucci’s upcoming 2025 S/S men’s collection, which hasn’t even been released yet.
The announcement sent shockwaves across the globe. In Japan, the news of Jin’s new role caused a traffic surge on Gucci’s official website, leading to a temporary crash. Meanwhile, in the States, Jin became the top trending topic related to Gucci on Google.
Harper’s Bazaar Korea released a photoshoot featuring Jin in his new role, flaunting a range of Gucci items. The impact was immediate: a pendant chain necklace priced at 760,000 KRW (approximately $570 USD) and G motif single earrings priced at 470,000 KRW ($350 USD) that Jin wore sold out instantly in Korea. His influence reached the U.S. as well, where the Marina chain necklace for men, priced at 2,160,000 KRW ($1,620 USD), quickly sold out following the release of his photoshoot, with similar results in Japan.
In Japan, the same items—the pendant chain necklace and the G motif single earrings—sold out in a flash. Additionally, the Viscose Jersey Embroidered Sweatshirt, priced at 2,590,000 KRW ($1,940 USD), was also sold out. The black backpack Jin carried to an event, priced at 4,070,000 KRW ($3,050 USD), was completely sold out at Gucci’s Tokyo store. Jin’s unparalleled star power was evident as all of the Gucci items he wore quickly became hot commodities, with offline stores in Japan also experiencing high demand and reservations.
The demand for Jin’s products extended to Harper’s Bazaar Korea’s September issue, where he graced the cover. Pre-orders sold out almost instantly, and the magazine quickly climbed to the top three bestseller spots on major online bookstores like Aladin and Yes24 in South Korea. Over in Japan, Rakuten, one of the country’s leading e-commerce platforms, saw the magazine shoot to the number one bestseller position as soon as pre-orders opened.
Jin’s ambassadorship has also set new records for Gucci on social media. The announcement post on Gucci’s official X (formerly Twitter) account featuring Jin has amassed 112,000 likes, making it the most-liked post in the account’s history. The previous record was held by Harry Styles with 111,000 likes.
On Instagram, Jin’s influence continued to break records. Gucci’s post welcoming Jin as their global ambassador garnered over 3.5 million likes and 40,000 comments, becoming the most-liked and most-commented post in Gucci’s history. It also achieved 1.7 million likes in just six hours, surpassing the previous record set by Kendall Jenner with 1.6 million likes.
Thanks to Jin’s overwhelming popularity, all of the Gucci-related posts featuring him have secured spots in the top 20 most-liked posts in Gucci’s Instagram history, further cementing his status as a global fashion icon.
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