BTS's Jimin has once again proven his global brand power. In Vogue Japan's 'In The Bag' interview, Jimin revealed the items inside his mini bag. Following this interview, the products Jimin used quickly sold out worldwide. This phenomenon is called the 'JIMIN EFFECT.'

Jimin emphasized his minimalist taste by saying, "I only carry what I need." His Dior mini bag contained a Dior card holder, car keys, and a Bobbi Brown lip balm. Regarding the lip balm, Jimin said, "Every time I lose one, I buy another, and I have about nine at home." This lip balm sold out within an hour of being released on the official Japanese online store, and subsequently sold out consecutively in Taiwan, the United States, Canada, Turkey, Indonesia, and other countries. All eight colors were completely sold out on the global official website, and a sellout occurred at domestic duty-free shops as well. At department stores, customers lined up early to grab the 'last one.'

Jimin is not a brand ambassador for Bobbi Brown, nor did he mention the product name. However, consumers worldwide reacted to a single item he took out of his bag. This phenomenon demonstrates Jimin's influence as a global ambassador.

Dior also experienced immediate sellouts. The Dior CD Icon card holder Jimin used sold out within a day at the official Dior Japan store and was sold out at all Dior stores in Japan. As a result, consumers who could not purchase it posted their regrets on social media.

The Dior bag, card holder, and Bobbi Brown lip balm Jimin used reflect his minimalist yet sophisticated taste. This sellout frenzy has proven Jimin's brand credibility. The influence of the 'Sold-Out King' Jimin, who changes global consumer trends with just a short interview, has been confirmed once again.

Jimin's brand power goes beyond simple consumer trends, expanding his influence in the global market. Consumers trust his choices, which directly impacts brand sales. This phenomenon is expected to continue.