BTS member V, also known as Kim Taehyung, departed for the United States on November 12, 2025, via Incheon International Airport to fulfill his duties as the first global ambassador for the Korean beauty brand, TIRTIR.
His trip focuses on launching the brand’s major global expansion effort in the U.S. market.
The Global Campaign: “V&YOU: Let’s Radiate”
V’s attendance is the central feature of TIRTIR’s global campaign, titled “V&YOU: Let’s Radiate.” This campaign is designed to connect the K-
beauty brand with international consumers, aligning with TIRTIR’s broader strategy to establish a significant presence in Western markets, notably through retail partnerships with Ulta Beauty in the U.S. and Sephora in the U.K.
The Los Angeles Pop-Up Event Details
The TIRTIR Pop-Up Event, located at 8175 Melrose Avenue in Los Angeles, is an immersive, multi-room experience that blends K-beauty innovation with V’s global star power.
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The event runs from November 15 to November 23, 2025, and is open and free to the public.
Key interactive features and zones include:
- Ambassador Zone: An exhibition-style maze featuring V’s actual campaign outfits, exclusive behind-the-scenes content from the “V&YOU” shoot, and mirrored installations to immerse fans in the campaign’s creative world.
- Color Match Area: A dedicated zone showcasing TIRTIR’s full line of complexion products, including the viral Mask Fit Red Cushion foundation available in 40 shades, offering personalized matching and try-on experiences.
- Content Cube: A three-sided, metallic red cube with LED lighting designed specifically for guests to create high-impact, Instagram-worthy social content and short-form videos.
- The News Café: A playful area where guests can sip matcha and explore new product drops in a “newsstand” setting.
V’s Airport Departure and Fan Engagement
V’s departure from Incheon International Airport on November 12 was a major event in itself, with photos and videos of his “airport fashion” quickly going viral.
- Outfit: He wore a clean, casual look consisting of a dark olive-green, knit, zip-up jacket over a green shirt, paired with jeans.
- Accessories: His look was completed with a black face mask, black-rimmed glasses, and a deliberately “fluffy” hairstyle, giving him an “adorable look.”
- Message to Fans: After boarding his flight, V shared a short video on his Instagram Story with a simple, reassuring caption for his fans: “I will go and come back.”
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Launch Day and Celebrity Guests
The pop-up officially opened on November 15, and the launch was attended by several notable Hollywood figures, capitalizing on V’s star power to generate buzz.
Actresses like Madelaine Petsch, Emily Alyn Lind, and Isabela Merced, as well as actor Charles Melton, were seen attending the opening celebration of the “Radiate in Red” campaign.
