In July this year, luxury jewelry brand GRAFF officially announced Jungkook of BTS as its new global brand ambαѕѕador. The brand described him as the “King of Pop,” explaining that its choice reflected the connection between his creative spirit and GRAFF’s philosophy of continually pushing the boundaries of high jewelry.

Jungkook also became the first global brand ambαѕѕador in GRAFF’s 66-year history, marking a significant milestone that highlights the idol’s extraordinary international influence.

Following its campaign in September, GRAFF has now unveiled a new holiday campaign for the end of the year. On the 5th, the brand released new visuals featuring its global ambαѕѕador for the “I Wish” holiday campaign on its website and social media platforms.

In the promotional video, Jungkook shines in standout pieces from the Laurence Graff Signature collection, featuring bold geometric lines and radiant gold designs inspired by the brilliance of diamonds. He pairs an ear cuff with hoop earrings, complemented by a gold necklace. Multiple bracelets and bangles are layered around his wrists, while rings in different sizes and widths complete his bold, luxurious jewelry look.

Alongside the video, several promotional images from the new campaign were also widely shared on the brand’s website and social media. However, the photos came as a major ѕнσ¢к to many netizens, who said Jungkook looked almost unrecognizable. His noticeably different appearance in the new advertising images sparked mixed reactions and heated discussions online.

Some users took the opportunity to make unfounded claims that Jungkook had undergone plastic surgery, while others criticized and mocked his appearance.

In response, ARMY quickly came to Jungkook’s defense, arguing that the issue lay with the brand’s image editing. Fans pointed out that his appearance in videos and photos from recent concerts remained familiar, handsome and captivating as ever. Even in the promotional video for this campaign, Jungkook looked natural, with little noticeable difference from the appearance fans are used to seeing.

Clearly, the issue is not Jungkook’s appearance but rather the brand’s excessive retouching and editing of the promotional photos, which has made his face look unlike himself. The discussion on social media is now gaining considerable momentum, with fans sharing a wide range of reactions, including:

- I dont think this brand understands that we want JK as who he is, not edited version

- Video is soooo good.... it's that the poster is edited. WHY? He’s already αωєsome as he is

- Video is so good the photo is photoshopped too much... The problem here is not Jungkook's visual. What did they do to my pretty boy?

- A lot of editing, but also an odd hair parting. To add, I believe with color analysis, he’s a true winter, so while the bright wнιтe jacket looks great, he’s wearing an off-wнιтe/beige turtleneck, which makes him look more yellow. Plus, the yellow background makes that worse

- I swear I thought it was AI the second I saw it!!! Please stop over-editing our Jungkook’s photos. He’s far too handsome to be edited to look like that

- Weird editing plus weird nose contouring. And his jaw looks oddly oval. Who in the GRAFF staff okayed these pictures

- GRAFF, you had one job: showcase Jungkook’s beauty, not edit him until he looks like a completely different person. He’s already perfect as he is

- Why would you hire the most handsome man in the world just to completely alter his face in the campaign photos?

- His concert photos and campaign video show how naturally gorgeous he is. GRAFF needs to take responsibility for these heavily edited photos

- A luxury diamond brand, yet apparently they couldn’t afford to hire a decent designer. Just look at what they’ve done to him