In recent years, BTS as a group—and Jungkook in particular—have consistently been the top choices for luxury brands. From fashion and beauty to high jewelry, every move the members make quickly generates a global ripple effect. Jungkook, especially, has long been known by nicknames such as the “Midas Touch” or the “Sold-Out Fairy,” as anything he wears or endorses tends to sell out almost instantly.

However, since the BTS members began focusing more on individual activities, Jungkook has been regarded as one of the most selective when it comes to brand partnerships. For nearly three years, he signed only one global ambαѕѕador contract—with Calvin Klein. It was not until after completing his military service that Jungkook gradually expanded his portfolio, adding Chanel Beauty and most recently Hublot to his growing list of partnerships.

And the good news is that this list may soon expand again! On February 28, fans noticed a significant move: Jean-Christophe Babin, CEO of Bulgari, and Darling Yoo, PR Director of Bulgari кσяєα, both began following Jungkook’s personal Instagram account. This seemingly simple action immediately sparked speculation that BTS’s “Golden Maknae” may be on the verge of joining the family of one of the world’s leading high jewelry houses.

In the luxury industry, senior executives following an artist’s personal account is often seen as a “starting signal” ahead of an official global ambαѕѕador announcement. Previously, when Jungkook was about to be unveiled as an ambαѕѕador for Calvin Klein, Chanel, or Hublot, key executives from those brands made similar moves on Instagram. Therefore, the fact that both Bulgari’s CEO and Bulgari кσяєα’s PR Director followed Jungkook at the same time led many netizens to believe this is unlikely to be a mere coincidence.

Even more notably, fans resurfaced details suggesting that Bulgari may have had its eye on Jungkook as early as 2023. At that time, Jean-Christophe Babin followed two Jungkook fan accounts in addition to BigHit Music’s official account. He also used Jungkook’s song “Dreamers” on his Instagram Story. These signs indicate that the brand may have taken an interest in—and possibly attempted to approach—the BTS superstar quite some time ago.

Another factor fueling speculation is that Babin also serves as CEO of LVMH’s watches division—the conglomerate that owns Hublot, the brand that recently signed and officially introduced Jungkook as its global ambαѕѕador. This has prompted many to wonder whether there could be a strategic connection within the LVMH ecosystem involving Jungkook.

If Bulgari truly succeeds in securing a deal with Jungkook after three years of pursuit, it would not come as a major surprise to industry insiders. Professionals have long known just how difficult it is to convince Jungkook to sign a contract. Monica Kim, former Vogue editor, once revealed in a book about Jungkook: “From my time consulting in the industry, I know of at least three top fashion houses that fought hard to get him but were turned away".

Reality has consistently reinforced that reputation. Hublot CEO Julien Tornare previously shared that it took nearly 18 months to finalize their partnership with Jungkook. Meanwhile, the Chanel Beauty team did not hide their emotion when they were finally able to announce him as an ambαѕѕador after months of preparation.

At the time, Thomas du Pré de Saint Maur, Head of Global Creative Resources for Chanel Fragrance & Beauty, expressed: “For several years I have admired his incredible talent, his musical career, his unique commitment to self-expression as well as his bold creative choices… We’re delighted to welcome Jungkook.”

Hyunju Lee, CHANEL KR Beauty & Fragrance Senior PR Professional, shared emotionally: “Long journey. Months of work. Countless hurdles. We made it. Big milestone. Big love to my team,” and “Today is a day I won’t forget, for many different reasons.” Meanwhile, Kristine Kim, Senior PR Manager in Chanel’s Fragrance & Beauty division, stated: “An incredible piece of news that we prepared for nearly a year. It’s been such a long journey.”

However, Jungkook’s selectiveness is not a barrier—it is a reflection of his singular brand value. Luxury empires are willing to pursue him for years because they understand that Jungkook’s nod of approval is a powerful pαѕѕport to explosive influence and record-breaking revenue—soмєтнing every brand ultimately desires.

In response to the rumors of this potential new collaboration, fans have continued to express their excitement across social media: "Ohhh soмєтнing is coming? On his latest weverse live he was wearing many beautiful rings! We will see", "Oh another ambαѕѕadorship", "Soмєтнing is cooking ", "Wow!!! Our Jungkookie is loaded", "Jungkook get every iconic brand out there",...