BTS member Jimin has once again sparked a worldwide “sold-out phenomenon,” showcasing his formidable brand power.

In Vogue Japan’s In The Bag interview, Jimin casually revealed the items he carries in his mini bag. Shortly afterward, the featured products quickly sold out across the globe, proving the explosive impact of the so-called “Jimin Effect.” Emphasizing his minimalist taste, Jimin stated that he only carries what he truly needs. Inside his practical yet stylish Dior mini bag were a Dior card holder, car keys, and a long-time favorite item — the Bobbi Brown lip balm, which he said he loves so much that he keeps “about nine of them at home” because he repeatedly buys new ones whenever he loses them.

The sellout craze also hit Dior, where Jimin serves as a global ambassador. The Dior CD Icon card holder he used sold out within a single day on Dior Japan’s official store, and soon became unavailable in all Dior locations across Japan. Social media quickly filled with posts from fans expressing disappointment that they were unable to purchase the item.


Written by Mun Wan Sik
Translated by Lee So Yun