BTS’s Jimin significantly boosted Dior’s sales in South Korea since becoming one of the luxury fashion house’s global brand ambassadors on January 16, 2023. According to the South Korean business magazine Economist, Dior’s revenue in South Korea crossed 1 trillion KRW (about 746 million USD) by the end of that year. This marked the first time its annual sales soared past the 1 trillion KRW mark since Dior entered the South Korean market in 1997. It was a notable increase from less than 100 billion KRW in 2017.
@dior It’s a dose of London cool calling with Global Ambassador Jimin. #DiorSpring24
A record high
This surge was somewhat expected, as Dior’s 2022 sales had already reached 930.5 billion KRW, a 52% increase from its 2021 sales, which were at 613.9 billion KRW. Dior’s operating profit also rose significantly during this period, going from 211.5 billion KRW to 323.8 billion KRW. It’s now the third global luxury brand to have crossed the 1 trillion KRW annual sales mark in South Korea, after Louis Vuitton and Chanel. Industry insiders say Dior celebrated this achievement by giving nearly all its employees bags from its own line. However, company management hasn’t confirmed this.
Jimin’s impact as Dior’s global brand ambassador is undeniable. The extensive campaign featuring him as the face of Dior Men’s Spring 2024 collection enjoyed widespread visibility, with fans documenting over 80 sightings of his ads worldwide. The campaign’s success was evident as the pieces he wore in the ads quickly sold out. Fans also snapped up other Dior items like bags and earrings. Remarkably, the hefty price tags didn’t deter ARMYs from showing support for Jimin and his new endorsement.
Speaking of prices, Dior’s stock price hit a record high of 789 EUR per share soon after he became an ambassador. His impact was also felt on social media—the hashtag #DIORxJIMIN and unboxing videos with Dior products went viral on various platforms. Additionally, the influencer marketing platform Lefty noted that two of the idol’s posts about Dior generated a media value of 17 million USD. Jimin was also the top influencer at the 2023/2024 Paris Fashion Week, contributing 54% to Dior’s Earned Media Value (EMV). Dior led the brand ranking with an EMV of 31.5 million USD.
@ashleyjune77 I am so obsessed with my new Dior star tag!! I want one now for every bag I own! Jimin is so cute for doing this and I love his creativity ✨🥰 my Jimin bubble locket keychain is from my favorite @Pastel Renaissance🫧🎀💕 !! 💖
The Jimin effect
Jimin’s impact went beyond advertising; he once sparked a new fashion trend among his followers involving Dior’s star tags. On November 23, he and his BTS bandmate Jungkook flew to Japan for work. At the airport, Jimin was seen wearing a beret cap, an oversized jacket, and Dior’s cross-body Hit the Road Bag with Strap. Fans noticed that there were two star-shaped charms hanging from the bag’s strap, adding a distinctive flair to it. This detail inspired fans to start collecting Dior star tags themselves, using them to decorate their bags as a way to express their love for Jimin.
That trip to Japan culminated in a memorable moment that further highlighted his influence. He posed for a photo in front of a Dior boutique, which fans later identified as the Ginza Six store in Tokyo. When he posted the photo on Instagram, it sparked a global movement of sorts. Fans worldwide embarked on a quest to find and pose for photos at Dior stores in their area, aiming to replicate Jimin’s iconic photo.
This phenomenon underscores the “Jimin effect”—his ability to turn everyday moments into trendsetting movements, significantly boosting Dior’s brand appeal and success. Given that, it’s safe to say 2023 wouldn’t have been a banner year for the brand if it weren’t for him. – K-Pop News Writer
Featured Image: The “Jimin effect” propelled Dior to such great heights in 2023. Source: Instagram/@dior.