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The BTS effect: Dior stock soars to all-time high following appointment of Jimin as global ambassador

jimin dior
via Dior

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    French luxury fashion brand Dior saw an unprecedented surge in stock prices following the announcement of BTS member Jimin as its newest global ambassador. 

    Jimin is reportedly the first Asian man to held the position in the brand‘s history.

    According to data from, Dior’s stock reached an all-time high of 789 euros (approximately $857) just two days after the announcement was made.

    The announcement of Jimin’s involvement on Jan. 16 generated significant buzz on social media sites such as Twitter, where it became a global trending topic. 

    The three tweets announcing Jimin’s hiring reportedly became the most-liked tweets ever posted by Dior’s official Twitter account. 

    BTS fans have flocked to Dior stores worldwide to purchase items in support of Jimin, including the bag he was photoed carrying at the airport on his way to Paris Fashion Week recently.

    “The olive mini gallop bag Jimin has is mine now,” one Twitter user announced on Wednesday. “Jimin’s choices are always so awesome, I’m totally happy with the purchase.”

    “My first Dior purchase ever!” another user wrote. “Can’t wait to get this beautiful bag and twin with Jimin.”

    Jimin’s appearance at the Dior fashion show on Friday drew thousands of fans to the Place de la Concorde in Paris, according to Women’s Wear Daily

    Joining the “Vibe” singer at the event was his BTS bandmate J-Hope, who had attended a separate Louis Vuitton show the day before.

    BTS members have a history of driving up brand values, with Louis Vuitton seeing an all-time peak in the stock market after signing the group as house ambassadors in 2021.

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