SEOUL, Oct 15 — BTS proved once again that their global star power extends far beyond the stage, generating an estimated 56 billion won in earned media value (EMV) during the 2026 Spring/Summer fashion weeks.
As reported by Chosun Biz, the group made a high-impact appearance across major fashion capitals — New York, Milan and Paris — throughout September and October, with RM, Jin, Jimin, V and Jungkook attending shows for luxury houses they represent as global ambassadors.
The news outlet citing data from influencer marketing platform Lefty, the boys generated US$39.26 million (RM165.85 million) in media value during the 2026 S/S womenswear fashion week period.”
Among standout moments, Jin and RM landed in the second and sixth spots on Lefty’s list of top influencers at Milan Fashion Week, while V and Jimin secured the third and tenth positions for Paris. Jungkook, meanwhile, pulled in US$7.44 million in EMV with a single show appearance — accounting for 30 per cent of the brand’s total media value.
Further data from global PR analytics firm Onclusive reinforced their digital dominance, naming Jin and RM the two most mentioned personalities on social media during Milan Fashion Week.
Jin alone accounted for a staggering 37.5 per cent of all mentions during the global events. Jimin also made a strong showing in Paris, where he ranked second with a 17.06 per cent share of mentions.
