TIRTIR Japan Stirs Buzz by Replacing BTS’s V Billboard

Fans of K-pop superstar Taehyung, also known as V from BTS, experienced a wave of surprise when TIRTIR Japan replaced his billboard advertisement with one for the beauty brand YUNTH. The unexpected change occurred on November 16, 2023, and was accompanied by a caption that read, “Checkmate.” This move follows the recent appointments of V as ambassador for both brands, intensifying the competition in the beauty sector.

YUNTH had previously announced V as its ambassador for Japan on October 29, 2023, with its campaign launching on November 5, 2023, and advertisements beginning to air on November 10, 2023. This partnership marks V’s first exclusive skincare deal in Japan. Conversely, TIRTIR appointed him as its global ambassador on November 3, 2023, leading to speculation among fans about the implications of the brand rivalry.

The social media reactions have been lively, with fans playfully commenting on the situation. One fan remarked on the amusing rivalry, while others conveyed a sense of camaraderie, suggesting the two brands were showcasing “peak sibling mannerism.” Many expressed laughter over the unfolding events, indicating a lighthearted atmosphere surrounding the competitive nature of brand endorsements.

Following his promotional activities, V returned to the United States on November 12, 2023, after attending the Vogue World: Hollywood event. He flew out of Incheon Airport, dressed in a dark olive knit zip jacket, a green shirt, and jeans. His travel plans included attending TIRTIR’s pop-up event on November 15, 2023, located at 8175 Melrose Avenue, which ties into the global campaign titled V&YOU Let’s Radiate, inspired by him.

At the pop-up, V made a grand entrance in a dark taupe ensemble designed by Taille, featuring a tailored jacket, trousers, and accessories from Panache Sally Sohn and Celine. TIRTIR shared footage of the event, showing long lines of fans braving heavy rain to catch a glimpse of the star. Attendees raised their phones as he arrived, capturing the moment on their screens.

The brand also produced a special catalogue and magazine featuring V on the cover, further solidifying his status as a key figure in their marketing strategy. During the event, he sampled a drink named Matcha My Berry, a mix of matcha, strawberry, and milk, which quickly garnered viral attention as fans reacted to his brief but enthusiastic response. This follows earlier viral moments of him enjoying a pistachio croissant at a CELINE Spring/Summer 2026 show.

As the event concluded, V waved to fans while the rain continued to fall, showcasing his appreciation for their support. He returned to South Korea on November 16, 2023, driving off from the airport in his Bentley, marking the end of a whirlwind promotional tour.

The dynamic between TIRTIR and YUNTH illustrates the intense competition for market presence in the beauty industry, particularly in the ever-expanding realm of K-pop endorsements. As fans continue to engage with both brands, the next steps in this ongoing narrative remain to be seen.