Brand releases statement about the incident following Jungkook's airport appearance

 

Jungkook is widely known by the nickname "the sold-out fairy," a title he earned because almost anything associated with him—from books and clothing to fabric softener—disappears from shelves almost instantly and becomes incredibly difficult to obtain. The combination of the word "fairy" and his extraordinary ability to sell out products perfectly reflects the enormous power of his personal brand.

Not only does he make product sell out, but he also has the ability to create entirely new trends through his own choices. About seven years ago, for example, Jungkook's modern hanbok fashion in 2019 became a major trend in South Korea. Countless celebrities—including singers, actors, and television hosts—began purchasing and wearing modern hanbok, helping to break younger generations' stereotypes about traditional Korean clothing. The once-small brand Zijangsa suddenly became overwhelmed with orders, and its shopping website even crashed due to excessive traffic.

Most recently, the latest "victim" of the Jungkook effect is a face mask brand.

Since August of last year, the BTS member has been spotted at airports on numerous occasions wearing a large fabric face covering that extends from his nose all the way down to his neck, giving it the appearance of a ninja mask. Notably, when returning to South Korea from Las Vegas at the end of last month, this preference even spread to V, as the two were seen wearing the same type of mask.

After noticing Jungkook's fondness for this style of mask, fans—and even ordinary consumers—began following suit, rushing to purchase GAMAZA's M1 black model. Demand skyrocket within a short period, causing supply to fall far behind demand. As a result, the company was forced to issue a notice regarding the product shortage after experiencing an unexpected surge in orders..

The notice stated: "Currently, the number of orders for the M1 black product is much higher than expected, which is causing stock issues. We ask for your understanding in the event of delivery delays. We will ship orders gradually and as quickly as possible. Thank you once again for your support and understanding."

In addition to this notice, the brand also published another post on its official account expressing special gratitude to Jungkook: "Even when traveling to Japan, it seems that Jungkook uses our Gamza Mask quite often. We believe it's because it's comfortable. We are always so grateful for that!"

GAMAZA's "incident" once again demonstrated Jungkook's remarkable influence on the customer market. The brand's statements quickly attracted widespread attention from fans, many of whom laughed and commented: "He has the Midas touch. Gamza should start getting used to this," "He's seriously too powerful, isn't he? Jungkook has now made the balaclava Gen Z's latest obsession," "The strongest marketing in the world. Gamza hit the jackpot," "The fact that an entire industry can't stop watching Jungkook and talking about Jungkook," "That's Jungkook's golden power," and more.

Meanwhile, Jungkook's global brand power has been on full display in recent days through the net launched "Jung Kook for Calvin Klein" (2026 CKJK) collection and his appearance in Harajuku, Tokyo.

Within just 48 hours of the announcement of the Jungkook x Calvin Klein project, it generated US$3.4 million in Media Impact Value (MIV), equivalent to approximately KR₩5.164 billion, leading Calvin Klein to describe it as "an unprecedented collaboration." When the collection officially launched on Calvin Klein's global websites on May 20, it immediately sparked a massive buying frenzy, with long lines forming outside stores as consumers rushed to purchase CKJK products. In Japan, the entire collection quickly sold out.

On June 5, the mere news of Jungkook's appearance caused Tokyo's central Harajuku district to become packed with people for several hours. Japanese media described the situation as "major chaos," reporting that additional security personnel had to be deployed as crowds continued gathering after hearing rumors that the singer would visit the store. Another local media outlets also reported that fans filled the surrounding streets, resulting in temporary congestion and disorder.

From his airport fashion choices to newly released collections, the fact that these products repeatedly sell out serves as perhaps the clearest evidence that the name Jungkook has a direct impact on consumer purchasing behavior and companies' real-world sales.