These days, celebrities or influential figures play a major role in consumers’ purchasing decisions. When someone has a large following on social media, they are perceived as “trustworthy,” and the public tends to believe in their choices.
Especially with global K-pop superstars like BTS in general and V in particular—who wields tremendous influence over millions of fans and tens of millions of social media followers—his impact on consumer trends is even more powerful.
People regard V as a “global cultural icon.” They admire his style, aesthetics, and personality, so naturally, whatever he uses is considered the best, the most beautiful, and the most fashionable. Moreover, fans don’t just buy the things V uses—they buy the feeling of being closer to him, of sharing a piece of his lifestyle.
It’s worth noting that BTS and V’s fandom is one of the largest in the entertainment industry, with a global reach and remarkable purchasing power — consistently demonstrated across every sector connected to these K-pop idols.
In the latest article, Forbes expressed astonishment at V’s immense influence due to the shopping frenzy he sparked—even for soмєтнing as small as a bag charm, the Hirono Living Wild Doll: Fight For Joy. They called it a “major event” and described: "Another Pop Mart plush called the Hirono Living Wild Doll soared in popularity this week after a member of the кσяєαn boyband BTS named V, aka Kim Taehyung, was seen with one at Incheon Airport. Within hours, the same doll sold out on Pop Mart's website in ¢нιиα with upwards of 500 units reportedly sold. The Hirono Living Wild Doll is currently listed for resale on eBay for as much as $175—more than triple its original price."
This plush doll by Pop Mart was only released in June this year, and its sales had not been doing very well due to the general market slowdown. But after appearing just once with V at the airport, it immediately sold out on official online stores of Pop Mart in multiple countries, including South кσяєα, ¢нιиα, and נαραи.
Even official websites, retailers, and e-commerce platforms started giving special attention to the Hirono Living Wild Doll—adding “restock alert” buttons, introducing it in live sales sessions with V’s photo as illustration, and highlighting it on their homepages.
However, the “rise” of the Hirono Living Wild Doll also prompted analysts to reflect on the sudden “fall” of Labubu. Before the plush Hirono doll appeared, Labubu enjoyed a similar wave of frenzy after V was spotted with a Secret Edition Black Vinyl Plush Pendant attached to his bag in July. Two other dolls from The Monsters: Big Into Energy series were also seen in an Instagram post.
Although the Labubu hype had already pαѕѕed its peak, meaning plush toy buying trends had cooled among consumers, once V showcased them, the three quirky, toothy dolls were quickly sought after and sold out within hours. Resellers made hundreds to thousands of dollars per piece due to their scarcity.
However, when fans saw V using the Hirono doll during his most recent appearance, Labubu was almost instantly forgotten within just two months. The leftover stock was no longer being actively traded, and its market price dropped dramatically due to the loss of appeal. By September this year, the Labubu craze had come to an end, severely affecting the brand’s stock value and even the founder’s net worth.
This reality shows that even a small shift in V’s personal preferences can completely alter global consumer trends. Although this isn’t soмєтнing V intentionally directs—it’s purely driven by consumer behavior—his influence is undeniably immense.
Therefore, the business lesson here is clear: if brands can seize the chance to receive even V’s casual endorsement, they practically hold a goldmine in their hands.
