Dior Celebrates Jimin’s Influence at the Seoul Exhibition
On April 20, 2025, the media account @TheePopCore highlighted an emotional tribute from Dior, recognizing BTS member Jimin’s visit as a significant highlight at the Christian Dior: Designer of Dreams Seoul exhibition. This event, hosted at Dior’s flagship store in Seoul, commemorates pivotal moments in the brand’s journey in South Korea, with Jimin’s engagement prominently featured.
Since his appointment as Dior’s global brand ambassador in January 2023, Jimin has significantly amplified the brand’s appeal, particularly among the younger audience. His presence has proven to be a game-changer for Dior, as evidenced by the brand’s impressive performance metrics.
Record Surge in Dior’s Share Prices
Just two days post Jimin’s ambassador announcement, the South China Morning Post reported a remarkable surge in Dior’s share price, which soared to an all-time high of €789 (approximately $857). This sharp increase underscores the tangible impact of the BTS idol on the luxury brand’s market performance.
Fans took to social media, expressing their excitement over Dior’s acknowledgment of Jimin’s role as a “Most Special Moment of Dior Korea.”One fan commented on X:
“Dior selected #Jimin’s visit to the ‘Lady Dior Celebration’ Exhibition in Seoul as their one and only Most Special Moment of Dior Korea in 2023 proudly showcasing it at the 2025 Exhibition in Seoul. His impact? ? Wow Jimin.”
Jimin: Dior’s Beloved Figure
Moreover, fans have begun referring to Jimin as Dior’s “little prince,”emphasizing the deep connection he has fostered with the brand. A fan remarked:
This sentiment is echoed throughout the fanbase, with one stating:
“Well, their stocks saw the biggest increase in company history so it was a time to remember,”.
Fans eagerly anticipate Jimin’s return from his mandatory military service, expressing their longing for his presence at future events:
“Oh my God, why is he so handsome?! Jimin, wherever he goes, he shines like a diamond,”.
“Ik Dior is like us waiting for him to come back. I can’t wait for him to attend more shows. DIOR PRINCE,”.
The Economic Impact of Jimin’s Ambassadorship
The year 2023 marked an unprecedented milestone for Dior in South Korea, largely thanks to Jimin’s influence. Upon being appointed as the brand’s global ambassador—the first Asian male to do so—Dior experienced remarkable growth in sales, escalating from under 100 billion KRW in 2017. This transformation is a testament to Jimin’s substantial role in amplifying the brand’s performance.
His fashion decisions, including utilizing star tags from Dior to cultivate personal styles, have resonated deeply with fans, fostering increased engagement and interaction within the community. Notably, during the 2023 Paris Fashion Week, Jimin’s Instagram posts for Dior achieved an Earned Media Value (EMV) of $16.7 million, accounting for more than half of Dior’s total EMV during the event—demonstrating the powerful reach of K-Pop in the luxury sector.
Serving in the Artillery Division of the 5th Infantry Unit since December 2023, Jimin is scheduled to be discharged on June 11, 2025, and his return is eagerly awaited by fans and the fashion industry alike.