Cover BTS Jin’s 2026 partnerships span fashion, beauty, food and travel. Here’s a breakdown of the brands he’s working with and how those collaborations are being positioned this year (Photo: Lee Jeong Mu/Imazins/Getty Images)
BTS Jin’s 2026 partnerships span fashion, beauty, food and travel. Here’s a breakdown of the brands he’s working with and how those collaborations are being positioned this year (Photo: Lee Jeong Mu/Imazins/Getty Images)
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A look at BTS Jin’s 2026 brand partnerships across fashion, beauty, food and tourism
Kim Seok-jin, known globally as Jin of the South Korean band BTS, has returned to public life with a commercial presence that feels both expansive and carefully paced. Since completing his mandatory military service in 2024, his schedule has moved fluidly between front rows in Milan, beauty campaigns in Seoul and product launches that place his name on everything from skincare to supermarket staples.
What distinguishes this chapter is not simply volume, but range. Luxury fashion houses, heritage jewellery brands, wellness labels and household food names now sit within the same portfolio, alongside civic campaigns promoting Seoul on the global stage. As 2026 unfolds, these partnerships offer a clear view of how Jin’s image is being shaped across sectors and markets. Below, a closer look at the collaborations defining this phase of his career.
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Gucci
Jin was named global brand ambassador for Gucci in August 2024, a role that carried into 2025 and 2026. His appearances at the fashion house’s seasonal showcases, particularly Gucci’s Spring/Summer 2026 show in Milan, highlighted the partnership’s emphasis on high fashion visibility. At Milan Fashion Week, he presented seasonal looks that generated notable online attention and strong sell-through of items he wore. The appointment positioned Jin within Gucci’s international lineup alongside other global faces, underscoring the brand’s continued interest in leveraging K-pop influence within luxury contexts.
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Fred
In mid-2024, Fred tapped Jin as its first solo global ambassador. The French jewellery maison, part of the LVMH group, placed him at the centre of campaigns showcasing high-end pieces from its collections. These visuals focused on refined elegance and minimalist design, with several premium items—such as high-carat necklaces—reportedly selling out following his promotional appearances. The collaboration bridged Jin’s global profile with a heritage luxury jewellery house, appealing to markets in Asia and Europe.
Alo
American athleisure brand Alo brought Jin on as a global ambassador in late 2024 to support its expansion, particularly into South Korea. The partnership was built around themes of wellbeing, mindful movement and a balanced lifestyle, with a comprehensive campaign launching in 2025. This coincided with Alo’s opening of a flagship store in Seoul’s Dosan Park, positioning Jin front and centre as the brand engaged both existing fans and new audiences for performance-meets-lifestyle apparel.
Laneige
Jin’s role as global ambassador for Laneige, announced in 2024, marked a notable expansion into beauty and skincare. As the first male figure to represent the South Korean brand on a global scale, he fronted campaigns for flagship hydration-focused products, including the Cream Skin line and, more recently, the Neo Cushion Mewy. His involvement aimed to broaden Laneige’s appeal beyond traditional demographics, using his image to elevate brand engagement in both domestic and international markets.
Dongwon Tuna
In mid-2025, Dongwon Tuna appointed Jin as its ambassador, leveraging his viral cultural moment around the song “Super Tuna”. The collaboration included limited-edition packaging and a creative campaign that connected the brand’s heritage in Korean food staples with Jin’s broad recognition. The tuna partnership represents how entertainment moments can intersect with consumer goods marketing in unexpected ways.
Lucido-L
In September 2025, Jin expanded his beauty endorsements into Japan as global ambassador for Lucido-L’s Re: Series, a haircare and styling line. The campaign featured a commercial and promotional period offering limited-edition products and fan-oriented activations. This partnership signals a deeper engagement with personal care categories beyond his existing skincare work and reflects strategic positioning within broader Asian markets.
Seoul Tourism Organisation
As an Honorary Tourism Ambassador for Seoul under the Seoul Tourism Organisation’s “Feel Seoul Good” initiative, Jin has fronted tourism promotions showcasing the city’s culture and attractions through short films and social content. The campaign, launched in 2024 and persisting in visibility into 2025, positioned him as the face of a tourism push aimed at global audiences, highlighting local sites and experiences in curated segments.
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Chonx Tibajia is a senior editor at Tatler Asia’s T-Labs team, where she writes widely on lifestyle subjects including beauty, style, entertainment and travel. She has a long career in journalism, including roles as a columnist at The Philippine Star, and is the founder of the creative platform Pineappleversed. Beyond Tatler, her bylines appear in regional lifestyle and business publications, showcasing a broad portfolio that spans beauty trends, travel guides and culture pieces.
