Some people think they’re influencers. Then there’s Kim Taehyung (V), who can wear a single hat and send an entire brand into meltdown mode within minutes.
During Jin’s solo “Run Seokjin” fan tour, V decided to show up and support his hyung, as a good, loyal, soft bear should. But Taehyung, being Taehyung, wasn’t going to just stand there quietly. No, he wore a hat from Korean brand Atiissu and turned it into a front-page moment for ARMY and the fashion world in one go.
The reaction? Atiissu, the brand behind the hat, posted excited Instagram stories acknowledging V wearing their product, basically writing “V LEGEND” while thanking him with all the excitement of a small business that just got the world’s best unpaid promotion. Because let’s face it, one airport pic of V in your hat is worth more than a million-dollar ad campaign.
Fans immediately tracked down the brand, and yes, the “V Effect” did its usual magic. The specific hat he wore became a hot topic, with ARMY praising V’s taste and joking about the “Taehyung tax” on their wallets, as they prepared to buy it just because he wore it.
And let’s not forget, V also wore Tamburins perfume to the event, which did not go unnoticed either. The brand’s official Instagram also acknowledged V’s appearance, fueling excitement among ARMYs, who now have yet another item to add to their “Taehyung made me buy it” list.
The beauty of this moment isn’t just the fashion chaos Taehyung caused with a single hat and a spritz of perfume. It’s how effortlessly he supports his members while living his best life. He didn’t show up to Jin’s event to steal the spotlight; he showed up to support his hyung, looking like the ethereal prince he is, and accidentally made the event trend for a second reason.
It’s also a reminder that BTS’s influence doesn’t stop at music charts or stadiums. Their daily choices—be it a hat, a bracelet, or a bag—impact small businesses, drive brand visibility, and shape trends globally, all while they remain humble and focused on what matters most: supporting each other and staying connected with ARMY.
Taehyung didn’t need a press release, a scheduled brand deal, or a flashy ad to make an impact. He just needed to exist, show up for Jin, and wear a hat—and suddenly, a small brand’s life changed forever.
This is what being a legend looks like.
