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On December 11, 2025, Chanel Beauty announced BTS’s Jungkook as its global ambassador for fragrance and beauty. The news quickly spread across social media platforms and was picked up by multiple news outlets.
Fans expressed excitement over his new partnership. Many celebrated the collaboration, sharing admiration, surprise and anticipation for future campaigns featuring the singer.
However, reactions were not unanimous. When the announcement circulated on the Korean online community theqoo, the comment sections reflected divided opinions. Several netizens argued that the idol did not align with Chanel Beauty’s brand image.
The promotional black-and-white photo released by Chanel Beauty featured Jungkook in a three-quarter-sleeved top that revealed part of his full-arm tattoo. This became a focal point of criticism.
Some commenters claimed that a tattooed public figure did not suit Chanel Beauty’s aesthetic. Some even went as far as to call for a reconsideration or replacement of the ambassador choice.
As discussions from the Korean platform spread to other social networks, particularly X, many international fans strongly opposed the negative remarks. They defended 'BTS' golden makne', asserting that he was an excellent fit for the role and urging critics to stop targeting him. One fan reacted towards the negative remarks commenting,
"You are a loss to your family bro get a life snake leave the man alone"You are a loss to your family bro get a life snake leave the man alone
Fans believe Jungkook is well-suited for the Chanel ambassadorship. They noted that the brand itself clearly supported him and reportedly spent more than a year securing the partnership. They added that it was irrelevant whether others believed the singer suited the ambassador role, as the decision ultimately lied with Chanel.
What delusions of grandeur these few spiteful, envious fans have. They think their opinions matter at all. Chanel says they fought for a year to make Jungkook their ambassador. Do you think they care about the hysteria of a few internet losers?
I demand a lot of things, doesn't mean I'm getting them 🤣 Clowns
The hate it too forced just bc he’s dating rumors wity winter are viral now,I feel bad for the idols bc their fans are sick.
Many fans continued to defend him online, emphasizing that he fit Chanel’s image and deserved the role. Some fans pointed out that unnecessary negativity was being spread by supporters of other idols.
Oh my godd irrelevant fuvks tht can't afford chanel are bitching about chanel. Whatever will we do!!!! People this useless n unloved really need to off themselves for the betterment of society
Anonymous Deku is already unknown, commenting on the famous (JK). Who are you? Do you even know yourself? Try loving yourself for once.
isn't it f**king obvious they all are pjms spreading hate like you, No one gave gives a flying f*** about their opinions. Jungkook keeps rising and shining
Chanel Beauty names BTS’ Jungkook global ambassador, highlights his global influence and artistic vision
The confirmation of Jungkook becoming the global ambassador of Chanel Beauty, came through the posts on the brand’s social media accounts. Toma du Pres de Saint-Mor, Chanel’s global perfume and beauty creative resource director talked to Sports Chosun about the ambassadorship.
Talking about the Standing Next to You singer’s suitability for the role, he stated that he embodied the spirit that the brand wanted to represent.
“Chanel is thrilled and honored to welcome Jungkook as our global ambassador. Jungkook perfectly embodies the values and essence of the House of Chanel. His passion for inspiring a new generation and his unique artistry resonate deeply with the brand. We look forward to our future collaborations," he said.In a statement reported to the news outlet, Chanel explained that the collaboration aimed to deepen the brand’s modern creative direction and classic identity with the new generation.
According to the brand, the appointment reflected its strategy to build a stronger rapport with younger consumers. Chanel emphasized the youngest BTS member’s global influence, noting his performance strength, distinctive artistic style, and broad demographic appeal.
His success as a solo artist was also cited as a factor in his rising profile within global pop culture. The brand added that Jungkook’s presence in both performance and production aligns naturally with the direction of Chanel Beauty.
This is Jungkook’s second active individual ambassadorship, following his ongoing role with Calvin Klein. The idol also shared his thoughts on the appointment, describing the collaboration as meaningful saying,
“I’m really happy to be with Chanel Beauty. I think Chanel is a pioneering brand that constantly creates new things while respecting its unique iconic values. As an artist who challenges new attempts while maintaining my own color, the collaboration with Chanel feels more special.”Jungkook is currently appearing alongside Jimin in Are You Sure?! season 2, which documents their 12-day post-enlistment trip across Switzerland and Da Nang. The eight-episode season drops two episodes every Wednesday at 5 pm KST, with the next episodes, 5 and 6, arriving on December 17.
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Edited by Adrija Chakraborty
English (US)