On April 7, 2021, South Korea held by-elections to fill key political positions, including the mayor of Seoul. Among the citizens exercising their civic duty were BTS members RM, Jimin, Suga, and Jin. They were photographed at the 3rd polling station in Hannam-dong, Yongsan-gu, Seoul, a district known for its affluent residences and home to several celebrities, including BTS.
The members arrived in casual attire, aiming for a low-profile appearance. Suga was dressed entirely in black, masked up, and exuded his characteristic aura. Jin appeared natural with unstyled hair and a casual outfit. Jimin wore a gray hoodie, black FILA training pants, and a black baseball cap emblazoned with “Serendipity,” the title of his solo track. RM was captured exiting the building, maintaining a discreet presence.
Despite their efforts to remain inconspicuous, fans quickly noticed Jimin’s “Serendipity” cap. The cap, designed by the brand Verutum and priced at approximately $88.85, featured the song title in white lettering. Soon after the photos surfaced, the cap sold out entirely online. Similarly, Jimin’s gray hoodie from the same brand, costing around $143, also went out of stock in all sizes and colors.
This phenomenon is not new for Jimin, who has consistently demonstrated significant influence in fashion and consumer behavior. Items he wears or uses often experience a surge in demand, leading to rapid sell-outs. For instance, a Louis Vuitton cashmere crew neck he wore on “You Quiz on the Block,” priced at $979, sold out in all sizes and colors shortly after the episode aired. Similarly, a white knit from Louis Vuitton’s Fall-Winter 2021 collection, worn in an invitation clip, went out of stock in over 16 countries. Even a Japanese lip balm he used during the 2020 MTV VMAs saw a significant increase in sales, leading to it selling out on multiple platforms.
Jimin’s consistent ability to influence consumer trends has earned him the moniker “Brand King.” His fashion choices, often subtle and understated, resonate with fans worldwide, leading to immediate spikes in product demand. This influence extends beyond clothing to accessories and even skincare products, showcasing the breadth of his impact.
The presence of BTS members at the polling station also sparked discussions among netizens. While many praised them for fulfilling their civic duties and setting a positive example, others expressed concerns about their privacy, criticizing the media for capturing and disseminating photos of their private moments.
In South Korea, where voting is not mandatory, celebrities often play a role in encouraging public participation in elections. By visibly casting their votes, BTS members not only exercised their rights but also potentially inspired fans and the younger generation to engage in the democratic process.
The events of April 7, 2021, underscore the multifaceted influence of BTS, particularly Jimin. Their actions at the polling station highlighted their commitment to civic responsibility, while the subsequent consumer response to Jimin’s attire reaffirmed his status as a global fashion influencer. This intersection of civic engagement and cultural impact exemplifies the unique position BTS holds in contemporary society.
BTS’ Jimin solidified his brand king status once again when he sold out the ‘verutum’ cap he wore sold out as soon as he was seen wearing it. The cap had the word “Serendipity” written on it, which could have been one of the reasons why fans wanted to own one.
The black cap is sold out on the company’s website
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