As the biggest boy group in the world, BTS‘s impact as a brand is undeniable. Each of the members carries a huge amount of brand value, and the group’s youngest, Jungkook, is notorious for his selling power. Though his influence as an ambassador is hugely profitable for luxury brands like Calvin Klein, the singer’s reach is so extensive that he often boosts sales of products he never even advertised commercially!
Jungkook’s title of “Sold Out King” actually came after the media started to notice that every time a product was seen being used by the idol, it would immediately sell out. The earliest example was when fans rushed to buy the same lip balm he was using in a behind-the-scenes video.
After that, it was the Downey fabric softener incident. Jungkook mentioned that he uses the product for doing his laundry, and it ended up causing a temporary shortage of the product, causing him to even tweet about it.
아미들… 저 섬유유연제 거의 다 써서 사야 되는데…
다 품절💜🤭#대단해아미— 방탄소년단 (@BTS_twt) January 21, 2019
ARMYs… I used up all of my fabric softener, so I have to buy more… but they’re sold out. #armyisimpressive.
—Jungkook
In more recent examples, the BTS maknae has sold out a glass beer mug and a thermos mug while being spotted using those during his laid-back livestreams from home.
It didn’t take long for the famous “Jungkook effect” to strike again after his latest Weverse livestream. On June 30, KST, the singer went live to talk to fans about his upcoming solo single, “Seven.” In true Jungkook fashion, the livestream soon turned into a chaotic scene after he decided that there was nothing much to talk about and started working out in front of millions of fans instead.
[jungkook’s unique way of promo]
🐰 *counting his work out*
🐰 1, 2, 3, 4, 5, 6, seven!, 8, 9, 10…11, 12, 13, release on 14th!, 15 pic.twitter.com/rLhXEoLwj1— jk vids 🎥 (slow) (@jjklve) June 29, 2023
But even amidst this heart-stopping surprise, fans took note of the drink in Jungkook’s hand. When someone in the comments asked if he was drinking alcohol, he clarified that it was sparkling water. Since the can was very clearly visible during the livestream, ARMYs had no problem figuring out that it was the lemon-flavored sparkling water from the brand called Cloop.
In less than 24 hours of this livestream, the product sold out on Coupang, one of the biggest e-commerce platforms in South Korea. The 12 and 24-pack sets of the drink still remain out of stock on the website at the time of writing this article. To put Jungkook’s brand influence into numbers, according to reports, the sale of this drink increased 100 times on the website compared to the previous day. Even in the physical Atem shops, the product’s sales spiked 12 times than the previous day.
Now that his favorite drink has sold out once again, ARMYs can’t help but joke that they’re about to get another sulky livestream from Jungkook, just like after the Kombucha incident a few years ago. Back in 2021, when Jungkook mentioned that he enjoyed drinking the lemon kombucha drink from a brand called TEAZEN, ARMYs rushed to buy it so fast that it sold out a month’s stock immediately. On the one hand, it was a miracle for the small business TEAZEN, which grew exponentially after the incident. But on the other hand was Jungkook’s suffering, who couldn’t buy his favorite drink for a long time because he underestimated his appeal. As a result, he did a livestream almost a month later and took his sweet time to sulk about it to fans.
when jungkook ‘scolded’ us for selling out his lemon flavored kombucha 🙁 pic.twitter.com/X7Bkd98DiX
— emi rest (@rkivesjmn) March 12, 2021
the last time y’all sold out his lemon kombucha he didn’t talk to us for a month and scolded us on top of that https://t.co/8j7w2iYYuB
— mon⁷ (@knjgIoss) June 30, 2023
oh no kombucha pt.2 he’s gonna scold us again😭 https://t.co/xawGnSUdvt
— dumb⁷ ᵇʸ ʲᵏ 🐢 (@rkivelogist) June 30, 2023
😭 he’s about to mize us for a month again😔😔 DID Y’ALL NOT LEARN AFTER KOMBUCHA?!?! pic.twitter.com/58SvnuV9oZ https://t.co/T8ij9VycGh
— Emy⁷🏳️🌈 | ᵇʸ ʲᵏ (Hoseok’s 🏳️🌈 wife) (@jjmbarbie) June 30, 2023
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