BTS member Jungkook once again proved his overwhelming “Sold Out King” power just days after being appointed a global ambassador for Chanel.

Jungkook was recently officially named Chanel’s global ambassador for beauty and fragrance, and on the 16th, he drew widespread attention by unveiling a Chanel pictorial as the cover star of Elle Korea’s January issue. Following the ambassador announcement, an unexpected sell-out phenomenon occurred. The limited edition of “Bleu de Chanel,” which Jungkook had previously mentioned as his favorite fragrance on the Disney+ variety show Are You Sure?, sold out simultaneously on Chanel’s official website and Chanel Korea.

This woody and aromatic eau de parfum (3.4 oz, priced at USD 165, approximately KRW 230,000) garnered intense attention from fans worldwide after Jungkook’s mention. With the added momentum of his ambassador announcement, interest surged explosively, leading to a complete sell-out.

International fans took to X (formerly Twitter) to share screenshots confirming that Jungkook’s favorite “Bleu de Chanel” limited edition was completely sold out on Chanel’s official website. Jungkook’s selection as a Chanel ambassador marks the first official role in which the 28-year-old represents a global brand in the fragrance and beauty category. In the Elle Korea pictorial, Jungkook captivated fans by effortlessly pulling off sophisticated Chanel looks.

A Brazilian fan page cheered enthusiastically, calling him “Global Ambassador Jungkook, Chanel Boy,” while hashtags such as #JUNGKOOKxCHANELBEAUTY and #JungkookxElleKorea trended worldwide.


Written by Lee Yoon Jeong 
Translated by Lee So Yun