Jin’s Good Day and Bad Day pyjamas, which were released as part of the new Artist-Made collections conceptualised and designed by each BTS member? Sold out in minutes, despite concerns about it being too expensive (at US$110 per set, even Jin himself was surprised at the high price). The Boston bag designed by V? Gone in one second. Similarly, RM’s windchimes and Suga’s guitar pick necklace were sold out even before Armys (what BTS fans are called) could add to cart. We’re sure that when Jimin, J-Hope and Jung-kook’s collections launch in the next few days and weeks, the bloodbath to own a small piece of the Bangtan boys will be as real.
Of course, the sale (and selling out) of these items are intentional, as are products from brands endorsed by BTS, such as Samsung, Hyundai and Louis Vuitton (remember when RM caused that US$1,330 Louis Vuitton carrot pouch to sell out after posting a selfie with it in the background?). But there have also been plenty of times when BTS members have caused items to fly off the shelves without meaning to, such as when they’re spotted wearing or using certain products in their livestream videos or Run BTS variety show. Basically, a mere association with BTS, no matter how tenuous, is enough to cause products to be completely wiped out by fans, as Armys are willing to buy anything to feel closer to their idols. Now that’s power.
BTS members have unintentionally caused everything from kombucha tea and sandwiches to earrings, bags and sunglasses to sell out. Here are just some of the products that have sold like hot cakes thanks to the world’s most popular band.
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1. When Jung-kook created a fabric softener shortage
In 2019, BTS’s “golden maknae” (or youngest member) demonstrated his golden touch when he mentioned in a fan chat that his fabric softener of choice was a particular one from Downy. Almost immediately, Armys bought up Downy fabric softener by the truckloads, causing a shortage in South Korea. Hilariously, even JK himself couldn’t buy his favourite laundry product. Thanks to this, BTS ended up collaborating with Downy to launch the Downy x BT21 fabric softener, which, of course, quickly sold out.