BTS V's commercial video ranked first in the cosmetics category for advertisement favorability. Yunth, a Japanese beauty brand for which V is an advertising model, announced that the commercial video featuring V took first place in the cosmetics category in a favorability ranking survey conducted by CM Research Institute.

CM Research Institute surveys viewer favorability for 2,485 advertisements broadcast on five private TV stations in the Tokyo area and publishes the rankings. These rankings are used for verifying advertising effectiveness and competitive analysis. According to CM Research Institute, advertisements from leading Japanese and global companies such as Google, Panasonic, Suntory, P&G, McDonald's, 7-Eleven, and Kirin ranked first in their respective categories.

V is evaluated as a suitable advertising model for beauty brands in Japan due to his healthy and positive image and beautiful appearance. In addition to TV commercials, Yunth is increasing brand awareness through large outdoor advertisements at landmarks in major cities such as Tokyo, Osaka, and Fukuoka.

Right after V was selected as Yunth's global ambassador on October 29 last year, the stock price of Yunth's parent company Ai Robotics surged 7.53% the next day, reaching an all-time high. Subsequently, sales increased significantly in a short period, proving the so-called "V-effect." Since appointing V as a model, Yunth's sales have surged daily.

The official Yunth account apologized, stating, "We have received reports that products have sold out in stores due to an unexpected response. We apologize for the inconvenience. We are currently restocking sequentially, and we appreciate your understanding."

November sales at major Japanese variety stores Loft and Plaza, which sell Yunth products, reportedly increased by about 200% compared to cumulative sales from March to October. The Cosme Tokyo pop-up store was fully booked as soon as reservations opened, and despite a cold wave with temperatures as low as minus 5 degrees Celsius, 200 to 300 visitors lined up daily. The pop-up store sold out early throughout its operation period.

Online response also increased significantly. Yunth products ranked first in sales on major Japanese e-commerce platforms such as Rakuten, Amazon Japan, and Qoo10. Mentions on social media increased 322 times compared to before V's ambassador appointment. Mentions in various languages including English, Korean, and Japanese increased, confirming the influx of global consumers.

Accordingly, Yunth is accelerating its overseas market expansion. The positive impact of V's influence on advertising and sales is expected to continue.