You have surely heard the saying, “Anything V touches turns to gold,” a phrase that refers to V’s immense influence—so powerful that it can sell out virtually any product in a remarkably short amount of time. Even luxury fashion houses at the very top of the industry, such as CELINE, have become deeply reliant on the so-called “V Effect,” appointing him as their global ambαѕѕador. According to Lefty, V generated USD 274 million in Earned Media Value (EMV) in just one year through only 31 stories and posts related to CELINE—an impact no other ambαѕѕador has been able to rival.

Meanwhile, in just two months of collaboration with Tirtir, beginning in early November 2025, V generated USD 72.1 million in EMV, ranking second in the Global Earned Media Value (EMV) rankings for K-beauty brands in 2025, as published by Daily Fashion News and Lefty.

Beyond globally renowned brands, V has also been widely recognized for his role in reviving a кσяєαn handcrafted brand on the brink of bankruptcy—Ccnmade. Simply by wearing the brand’s bracelets, he sparked a worldwide sell-out phenomenon, resulting in mαѕѕive global demand and even months-long preorder backlogs.

Recently, the miracle once seen with Ccnmade has unfolded yet again—this time with a chocolate brand from Turkey. V’s golden touch has once more breathed new life into a brand that had waited 20 years for such a turning point.

If you recall, at 2:30 a.m. on December 23, V briefly went live on Weverse for approximately three minutes. Upon entering his home, he said, “I turned this on for a moment because I have soмєтнing to show you,” and held up a chocolate bar to the camera. Gazing at it fondly, V shared, "On my way home today after taking a taxi, the taxi driver said, ‘This is a surprise gift. A Christmas present. Turkish chocolate,’ and gave me some chocolate. I received it while saying, ‘Thank you. Thank you so much.’ I came on here just to brag about that. That’s all.”

The chocolate V introduced was a product from the Turkish brand Tuvana. Immediately after the live broadcast ended, the product sold out rapidly across online platforms. Approximately four hours later, the manufacturer Tayas Gida announced a restock—only for the product to sell out again almost instantly.

However, this still does not fully capture the magnitude of the miracle V brought to the brand. In an article titled “V Sparks a Sensation in the Turkish Chocolate Market,” Hurriyet, Turkey’s largest daily newspaper, described "This momentary share, lasting only 13 seconds, ignited an unprecedented logistical operation in Turkish export history", providing a detailed analysis of the entire sequence of events along with direct statements from company representatives.

According to Hurriyet, “Kim Taehyung (V’s real name), who has 70 million followers, was moved by the Tuvana chocolate given to him by a taxi driver and went live. Following this, кσяєαn distributors urgently ordered 25 containers’ worth of Tuvana chocolate.”

Hurriyet explained, “An astonishing marketing story unfolded in Seoul, the capital of South кσяєα. In just 13 seconds, sales worth millions of dollars were generated.” It added, “The taxi driver had no idea what would happen next or how this would affect the chocolate manufacturer. At the moment Kim Taehyung, touched by the driver’s kindness, held up the chocolate during a live broadcast and said, ‘I received Turkish chocolate as a Christmas gift!’ everything happened in an instant.”

Company CEO Kazim Tayiz said, “Soмєтнing incredible happened. We received a request asking us to drop everything and immediately send 25 containers’ worth of Tuvana chocolate.” He also stated, “I have been active in the Far Eastern market for 20 years, but this is the first time soмєтнing like this has happened. There are seven distributors in кσяєα, and within just a few hours after the live broadcast, all inventory was sold out.”

Kazım Taycı candidly explains that he initially couldn't fully grasp the magnitude of the event: “When my 16-year-old little daughter heard his name and started screaming with joy, that's when I understood his influence. When she said, ‘Dad, what have you done? We love this guy so much!’ the seriousness of the situation became clear. Upon researching, we saw that this young man had signed a 170 million Turkish Lira (6 billion won) deal last year as the face of a coffee brand. He is more expensive than both Messi and Ronaldo, one of the most unreachable names in the world.”

A three-minute live broadcast shook the global market with nothing more than a Christmas gift. It was yet another moment that proved V’s name alone is a brand—and a powerful promotional force in itself. Meanwhile, netizens and fans flooded social media in αωє of the undeniable V Effect, commenting:

- They should definitely find out that driver and fяєαкin award him. He changed the company's fortune by offering that chocolate to Tae

- OMG...I am so proud of Kim Taehyung. Tae, you deserver the pure love from the world. The purity of your heart lights up the world.

- “Bigger than ronaldo” is a big compliment.. oh to be the kim taehyung..

- We love you the way this company didn't let it go by simply just sending gift to company.. Thanks for thanking our Tae.. He just deserve appreciation.. Our heart is full with this.. This is best Christmas gift your company given to us thvs.. I want that much for my baby..

- Our Sold Out King, Taehyung. This is actually crazy 

- Omg it looks like a d*mn movie. Taehyung's Impact is untouchable

- Wtf this is INSANE, hope they can reach Taehyung soon and he is aware of what is happening, TAEHYUNG’s IMPACT is unmatched, this sweet moment TAE shared with fans become a successful business move.

- The guy made a chocolate famous with just a 3-minute live. That’s insane

- That’s Kim Taehyung’s power, his impact is unreal

- The point here wasn’t really the chocolate. This guy is already a billionaire—he can eat the most premium chocolate anytime he wants. But what made him happy like a little kid was the fact that someone thought of him and immediately gave him a chocolate as a gift. Being thought of is what makes people the happiest. Sometimes even a small piece of chocolate can make someone unbelievably happy