BTS Jin has once again proven his status as a global icon. Global beauty brand LANEIGE upgraded and launched its signature product, the 'Neo Cushion,' and on the 23rd, revealed Jin's new campaign and photo shoot. This product was released in two lines: 'The Matte' and 'The Glow.' Notably, as soon as Jin's campaign began, LANEIGE Neo Cushion The Matte ranked first overall at the Korean drugstore chain Olive Young.

The LANEIGE 'Neo Cushion Mui' and 'Cream Skin,' which Jin previously promoted, also ranked first in overall sales domestically and internationally, including at Olive Young, causing sold-out situations in offline stores. In the renewed 'Neo Cushion' campaign after three years since 2023, Jin attracted great attention among consumers with his outstanding visuals and deep voice.

After appointing BTS Jin as a model in 2024, Amorepacific announced that LANEIGE's total sales in the fourth quarter of the same year increased by more than 30% compared to the same period last year. Since Jin began his activities as a model, sales have increased through major distribution channels such as Sephora and Amazon, and LANEIGE ranked third in skincare brand sales at Sephora, the world's largest beauty distribution channel, in 2024.

LANEIGE achieved its highest-ever performance in 2024 with a 127% sales growth compared to the previous year. Brand awareness was further strengthened, and Amorepacific's sales in the Americas region surpassed those in the Greater China region for the first time. Amorepacific's sales in the second quarter of last year were 1.005 trillion KRW, a 1.1% increase from the previous year, and operating profit was 73.6 billion KRW, a 1673.4% increase from the previous year.

In particular, core products of major brands such as LANEIGE showed high growth in the Americas market, with sales increasing by 10%. Across Europe, brands including LANEIGE experienced strong sales, resulting in an 18% growth in revenue. The global fashion industry publication WWD (Women's Wear Daily) Japan reported that Korean cosmetics brand LANEIGE saw sales rise due to the BTS Jin effect, quoting the LANEIGE brand manager: "Since BTS Jin became an ambassador, sales of the 'Cream Skin Lotion' have also greatly increased. Campaign sales have increased by 100% compared to the plan, recording sales figures beyond expectations and contributing to expanding brand awareness."

The global influencer marketing platform Lefty announced that LANEIGE ranked first as the most influential Korean beauty brand worldwide in 2025 in terms of media value (EMV). BTS Jin continues to stand out as a global ambassador in various fields including his main career and advertising, further solidifying his status as a global icon with the 'JIN Effect.'