During a recent Vogue Japan “In The Bag” interview, Jimin casually showcased the essentials inside his compact Dior mini bag. Without naming any product directly, he revealed a few favorite items among them, the now-viral Bobbi Brown lip balm. The understated mention sent global markets into a frenzy.
Jimin, known for his minimalist approach, said he only carries what’s necessary. Inside his bag were a Dior CD Icon card holder, car keys, and his long-time favorite lip balm. He shared, “I keep losing it and buying it again. I think I have around nine at home.” That one line was all it took.
Within an hour of the video’s release, the lip balm sold out in Japan. It soon vanished from official online stores in Taiwan, the U.S., Canada, Turkey, Indonesia, and beyond. All eight shades were marked “sold out” on the global Bobbi Brown website. In Korea, duty-free stores and department counters witnessed open runs as fans scrambled to secure the last remaining pieces.
What’s even more astounding is that Jimin isn’t even the official brand ambassador for Bobbi Brown, nor did he explicitly endorse or mention the product’s name. He simply pulled it out of his bag and that was enough.
The impact extended to Dior as well. The Dior CD Icon card holder he used also sold out within a day at Dior Japan, with reports across social media lamenting the complete lack of stock in all Japanese Dior stores.
From lip balm to card holders to handbags, Jimin’s influence continues to shape global consumer trends. His sophisticated yet minimal style choices inspire trust and admiration. The so-called Sold-Out King has once again demonstrated that he himself is a brand, and his influence transcends titles or sponsorships—proving that when Jimin touches it, it sells.
Sources: nate
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