BTS Jimin’s Influence on K-Food and Luxury Brand Stock Prices

Thanks to the widespread popularity of BTS’s Jimin and his love for buldak bokkeum myeon, Samyang Foods has experienced a surge in global promotional opportunities. As a result, their market capitalization has reached an all-time high of 2.4519 trillion won, surpassing their competitors for the first time in 1995.

The popularity of buldak bokkeum myeon can be attributed to the ‘challenge’ trend on social media. Despite initial evaluations that it was too spicy to consume, the spicy flavor gained widespread attention and led to the emergence of the ‘buldak bokkeum myeon challenge.’ This trend involved individuals filming themselves attempting the spicy noodles and sharing their videos on platforms such as YouTube and TikTok.

Following the live broadcast featuring Jimin enjoying carbonara buldak bokkeum myeon, this type of noodles quickly gained popularity. In acknowledgement, the vice chairman of Samyang Foods, Kim Jung-soo, specifically mentioned Jimin on a program and expressed gratitude, stating, “We are grateful for the positive advertising impact thanks to BTS member Jimin’s endorsement of buldak bokkeum myeon.”

Prior to Samyang Foods, luxury brand Dior also experienced the positive impact of “Jimin’s Effect”when they chose the male idol as their Global Ambassador. Through his representation of Dior at various events and advertising campaigns, Jimin displayed his sophisticated and refined appeal, resulting in the company’s stock price reaching its highest point in 31 years since its listing on the stock market in 1992.

Furthermore, the stock price of HYBE experienced a significant increase when Jimin achieved the milestone of becoming the first Korean solo artist to reach the top of the US Billboard ‘HOT 100’ Chart with his song “Like Crazy”.

In addition to Jimin’s pre-release song “Set Me Free Pt.2″ranking at No.11, his last gift to fans before enlisting, “Closer Than This”, placed at No.47 on the global music streaming platform Deezer’s Worldwide Top 100 for the 100th consecutive day as of May 30th. Furthermore, Jimin’s “Like Crazy”had two remixes, Deep House Remix and UK Garage Remix, which placed at No.51 and No.52 respectively, bringing his total number of songs in the TOP 100 to five.

Jimin and Jungkook will both be discharged from the army on June 11th, 2025.