How much media value did BTS generate at fashion weeks?

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BTS Generated Over US$39 Million in Media Value During 2026 Spring/Summer Fashion Weeks

The global phenomenon that is BTS significantly amplified their earned media value (EMV) during the 2026 Spring/Summer fashion weeks, generating an estimated US$39.26 million (RM165.85 million). This substantial figure was achieved through appearances at fashion events in New York, Milan, and Paris, where members served as global ambassadors for prominent luxury brands. The K-pop group's presence across these major fashion capitals underscored their considerable influence beyond the music industry.
Individual Member Contributions to Media Value

Several BTS members individually contributed to the group's overall media impact. Jungkook, for instance, generated US$7.44 million in EMV from a single show appearance, representing a remarkable 30 per cent of that specific brand's total media value. This highlights the significant individual drawing power of each member when engaging with high-profile fashion events and brands.
Social Media Mentions During Milan Fashion Week

Further data from the global PR analytics firm Onclusive identified Jin and RM as the two most mentioned personalities on social media during Milan Fashion Week. Jin, in particular, accounted for a substantial 37.5 per cent of all mentions across the global fashion week events. This indicates their strong social media resonance and ability to capture public attention during these key industry gatherings.
Jimin's Prominence in Paris Fashion Week

Jimin also demonstrated considerable influence, ranking second in social media mentions during Paris Fashion Week. He secured a 17.06 per cent share of the total mentions in that city. This achievement further solidifies BTS's collective and individual impact on global fashion discourse and online engagement.

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How much media value did BTS generate at fashion weeks?

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