BTS’s Jin is back in the spotlight as Japanese beauty giant Mandom Corporation has named him the new ambassador for its Lucido-L haircare line — a move that underscores the growing global pull of K-pop stars in the consumer market.
The campaign will first roll out online on September 17, with TV commercials set to hit Japanese screens starting October 14.
Mandom, best known internationally for brands like Gatsby and Bifesta, has typically relied on Japanese celebrities for its promotions, making Jin’s appointment a notable shift toward tapping Korean star power.
Jin already boasts a packed portfolio of brand deals across industries, from luxury fashion and sportswear to consumer electronics and food products.
Since completing his mandatory military service in South Korea last year, he has resumed both entertainment projects and commercial endorsements.
His impact on sales is well documented. South Korea’s Amorepacific reported a jump in sales of its Laneige skincare line during Jin’s promotional stint, later expanding its retail footprint in the U.S. through Sephora.
Even the food industry has seen results. In 2022, Ottogi launched Jin-branded instant noodles for overseas markets.
Its U.S. subsidiary went on to post $37.9 million in revenue in the first half of 2023, a year-over-year increase, with exports continuing to climb into 2024.
Jin’s latest partnership with Lucido-L not only highlights his individual star power but also reflects how South Korean entertainers are reshaping marketing strategies across Asia and beyond — including in the U.S., where K-pop’s influence shows no signs of slowing.
