Kim Taehyung, known professionally as V of BTS, was announced as the new global brand ambassador for Snow Peak Apparel, a Japanese outdoor lifestyle brand.
The collaboration was revealed through a teaser video titled “He is coming!” released on the brand’s official social media platforms. The video features V lying on a bed of grass in a forest setting.
Snow Peak Apparel, established in 1958 by Yukio Yamai, is renowned for its high-quality camping gear and practical outdoor wear. The brand emphasizes comfort in natural settings and encourages people to connect with the outdoors while enjoying the warmth of a home-like feel.
A representative from Snow Peak stated that V was chosen as the brand’s ambassador due to his “understated charisma, profound gaze, and quiet yet powerful presence.” His “natural aura and sensuous style” were also highlighted as fitting qualities for representing the brand’s heritage.
The 2025 Fall/Winter collection, featuring V, showcases him in various outdoor settings. With V’s appointment as an ambassador, the brand aims to expand into the global market.
Following the announcement, Snow Peak’s website experienced a surge in traffic, leading to temporary downtime. Fans attributed the website crash to ‘V effect,’ which also happened when his ceremonial first pitch for the LA Dodgers was announced. He is scheduled to throw the ceremonial first pitch at the Los Angeles Dodgers vs. Cincinnati Reds game on August 26 (Korean time).
Besides his role with Snow Peak, the Love Me Again singer has been associated with other brands. After military service, he has been featured in campaigns for Compose Coffee, Celine, and Coca-Cola Zero in South Korea.
Meanwhile, V is occupied with various activities after military service, including collaborations with brands. He attended the Celine spring show in Paris in June and graced the cover of W Korea to promote the brand’s latest collection.
Since July, V has been mostly in the US with BTS members to work on a new group album, scheduled for release next year. After completing the comeback album, he is expected to work on solo music as well.
