BTS Jimin has once again proven his unparalleled brand influence as the 'Icon of Sell-Outs'. His impact is shaking up the retail industry, leading to global sold-out situations even for items that merely pass by, beyond just introducing products.
On November 29, Vogue Japan posted a video of Jimin and Jungkook's 'What's In My Bag' ahead of the release of the Disney+ original variety show 'Is This Right?!' Season 2 on their official channel. The video recorded explosive traffic immediately after its release, as it offered a glimpse into the private tastes of global top stars.
The most attention-grabbing aspect was the items in Jimin's bag. As a global ambassador for Dior, high-end products such as the 'Saddle Pouch' and 'CD Icon Card Holder' were predominant, while Jimin revealed his go-to beauty item, the 'Bobbi Brown Extra Lip Tint Balm (Bare Pink)'.
Valued at approximately $39 (around 55,000 KRW), this product triggered an immediate market response as soon as the video was released. Major global e-commerce platforms, including the official Dior site, quickly announced that the item was sold out, transitioning to a 'temporarily out of stock' status.
Industry insiders analysed the sold-out situation, stating, "While items like the Porsche Panamera smart key that Jimin possesses or the Hyundai Card 'The Black' for the top 0.05% are areas difficult for the general public to access, the lip balm was a 'small luxury' item that fans could immediately satisfy their desire to own, leading to a surge in purchases." In fact, fans expressed on social media, "I can't replicate supercars and luxury bags, but I will 'hand-minsu' (the act of buying items owned by celebrities) with the lip balm," and "Indeed, the influence of the 'Global It Boy' is beyond imagination."
Jungkook, who appeared alongside him, also caught attention with practical yet witty belongings. Among thorough self-care items like oral hygiene products and Bleu de Chanel perfume, a uniquely designed wallet resembling a folded snack bag added a delightful tension to the video.
Meanwhile, Jimin is a figure at the centre of the fashion world, attending the 2026 Dior Spring Collection show. With this 'What's In My Bag' content, Jimin and Jungkook have once again proven an economic effect at the level of a 'moving enterprise', and the travelogue of Jimin and Jungkook in 'Is This Right?!' Season 2 is set to release its first episode on December 3.
