However, it has been getting a lot of attention. V attended the TIRTIR global pop-up event held in Los Angeles, USA on the 15th (Korean time).
This was the first large-scale global pop-up to be held in Japan, and V's presence attracted worldwide attention as the representative face of Korean beauty.
"TIRTIR" connects three cities: Seongsu in Seoul, Los Angeles, and Tokyo in this global campaign.
They are developing an expansion strategy. It is a bold move to expand the market, which has been mainly online, to offline, by putting V's brand power at the forefront.
The pop-up will be held at DEPARTMENT TOKYO for one week from November 15th to 22nd. V's logo will be displayed on the billboards of large buildings around Shibuya Scramble Crossing.
The advertising videos are being released one after another, grabbing the attention of fans visiting the venue and local consumers as they grace the center of Tokyo.
The enthusiastic response was immediately reflected in the figures. On the 17th, "TIRTIR Japan"
It was announced that a gravure photo of V will be featured on the cover of the latest issue of WWD Japan, a media outlet specializing in the beauty industry. Within a few hours of the announcement, WWD Japan's retail outlets received news that the issue was sold out.
This once again confirmed the "V effect." Sales of the product are also explosive. Currently, TIRTIR products are the top sellers in the base makeup and face makeup categories on Amazon Japan.
It is showing strong consumer enthusiasm by taking first place in the King category, first place in the foundation category for 10 consecutive days, and first place in the popular gift rankings.
The global response has also been enthusiastic. The American magazine Rolling Stone said, "V, the Korean beauty brand
The article, titled "V Surprises Fans at Skincare Campaign Launch Party," reported on the special preview event in Los Angeles.
He celebrated the preview with Charles Melton, Isabella Merced, and Emily Arin Lind. It was a private event, but fans lined up in the rain to wait for V."
Rolling Stone continued, "The campaign event that V attended was a meaningful milestone for the brand, and this event was a great opportunity for the brand to show its American roots.
"Tourism beauty, along with K-POP and Korean TV series, is an important axis for spreading the culture market globally. The global campaign for 'TIRTIR'
The show is a testament to the synergy that can be achieved through collaboration between Korean cultures.
By chunchun 2025/11/19 00:45 KST
