V's First Japan Skincare Campaign Causes YUNTH Product Sellouts Across Major Retailers

When BTS member V appeared in his first Japanese skincare commercial, the response crashed through every sales projection. Within hours of the campaign launch, YUNTH's vitamin C serum climbed to the top of Amazon Japan and Rakuten-and stayed there.

The brand scrambled to restock as stores across Japan sold out.

Ambassador Deal Announced in October

Japanese skincare company YUNTH, owned by Ai Robotics Inc., announced V as its brand ambassador on October 29, 2024. The deal marked V's first exclusive partnership with a Japanese brand and his first commercial work in Japan since enlisting for military service in December 2023.

V is currently serving in the special mission team of military police and is scheduled for discharge on June 10, 2025.

Campaign Launch Triggers Immediate Sales Spike

YUNTH released V's promotional campaign video and photos on November 5, 2024. The campaign features him promoting the brand's Raw VC Whitening Serum, which contains raw vitamin C.

The commercial began airing on Japanese television on November 13.

Sales exploded immediately. YUNTH's vitamin C serum hit number one in multiple categories on Japan's two largest e-commerce platforms. On Rakuten, the product topped the beauty essence category in both real-time and daily rankings. On Amazon Japan, it reached first place in the overall beauty section.

Physical stores experienced similar demand. The day after V's promotional photos appeared in retail locations, YUNTH posted an official notice: "We have received reports that YUNTH products are sold out at stores due to a response that exceeded expectations. We apologize for the inconvenience. We are currently restocking sequentially, so we appreciate your understanding."

Brand Describes Partnership Philosophy

YUNTH positioned the collaboration around its brand values of natural beauty and authenticity. In their announcement, the company described V as embodying their core message: "The air he exudes is beautiful without any adornment. That transparency is such that it seems as if the skin itself is emitting light."

The brand emphasized themes of self-love and individuality, stating they aim to make skincare "a time that's true to myself, fun, and happy."

Media Coverage in Japan

Fuji TV's morning program "Mezamashi" covered the ambassador announcement, noting V's appointment as his first skincare brand advertising model in Japan. The program featured both the commercial and an interview with V.

V's Sustained Popularity in Japan

The commercial success builds on V's longstanding popularity across Japanese platforms. As of recent tracking in 2024-2025, he has maintained top rankings for over 200 consecutive weeks on NEHAN, a major Japanese idol ranking site. He holds similar multi-year winning streaks on BIHAN (Korean actor rankings), K-board, and KPOP JUICE.

Google Trends data shows V as the most-searched K-pop star in Japan since BTS debuted in 2013, with that dominance continuing through 2024.

Simultaneous Beauty Brand Partnership

Around the same time as the YUNTH announcement, Korean beauty brand TIRTIR named V its first global ambassador on November 3, 2024. TIRTIR is known for its Mask Fit Red Cushion foundation, which offers 40 shades-unusually extensive for Korean cushion products.

V also maintains partnerships with Cartier, CELINE, Compose Coffee, Coca-Cola Korea, and Snow Peak.

Company Financial Context

Ai Robotics has shown strong overall performance. In the second quarter of fiscal year 2025 (April-September 2024), the company reported revenue up 89.7% year-over-year to 6.335 billion yen, with operating profit rising 52.2% to 1.161 billion yen.

The company attributed growth partly to strong sales of YUNTH products, particularly the Vitamin C Whitening Essence, alongside expansion of the brand's product lineup.

YUNTH previously won the Grand Prize and first place in the beauty serum category at "Rakuten Best Cosmetics 2024."

Ai Robotics stated that V's appointment would enhance brand recognition and support the company's global expansion strategy.