BTS V’s Unmatched Brand Power—ELLE Korea Becomes #1 Bestseller With Just A Hashtag “#VIsComing”

His name was enough to make them sell like hotcakes.

On March 11, ELLE Korea made a cryptic tweet hinting that BTS’s V might be the cover model for its April issue.

Usually, such cover features are announced with official photos or at least some sneak peeks into the pictorials. But this time, ELLE Korea just released three blind covers with the tagline “V is coming” and dropped the pre-order link.

Apart from the tagline, V’s representative emojis in ELLE Korea’s tweets were enough to make it evident that the model in question is him. The magazine also used the tag “#Celineboy,” which led to speculations that this project might be a grand announcement of V becoming a representative of the luxury brand CELINE.

Last year, the BTS member was personally invited by Celine’s creative director Hedi Slimane to attend the brand’s fashion show and brought ample media attention to the event. Since then, ARMYs have been speculating that he might become an ambassador for the brand.

V with Hedi Slimane | @thv/Instagram

The anticipation mixed with the mystery element of this ELLE Korea feature quickly grabbed the spotlight, and “V Is Coming” and “V FOR ELLE KOREA” started trending worldwide at #1 and #2.

But the most significant evidence of V’s influence came in the form of bestseller lists, which ELLE Korea topped in multiple countries within hours of dropping the pre-order link. This is the first time any magazine has ever taken pre-orders before revealing its cover, and thanks to V, they could pull it off and how!

This will be V’s second individual feature on a magazine cover following his Vogue Korea cover last October. It created a similar commotion and broke multiple records.

Though V’s brand power is already established as a skyscraper, the fact that he drove so many people to buy a magazine based on his name alone has shocked even ARMYs.

Imagine holding so much power that all you need to shake up industries is just a single letter from the alphabet to be associated with your name!