BTS's V generates $3.8 million in earned media value for Celine despite missing Paris show

BTS member V generated $3.84 million in earned media value (EMV) for Celine as an ambassador during Paris Fashion Week despite not attending the luxury house's recent show, according to a report cited by the singer's agency BigHit Music on Friday.

Celine generated $17 million in EMV during the spring/summer 2027 Paris Fashion Week, with V accounting for 23 percent of the total, according to influencer marketing platform Lefty. The platform analyzed brand exposure generated through social media content from Sept. 28 to Oct. 7, a period during the fashion week and the day after, and converted it into equivalent advertising value.

The singer's EMV is the highest among influencers associated with the brand, a mark made even though he did not attend Celine's women's collection fashion show in Paris on Oct. 3. He had previously attended the fashion house's men's collection show in June, held in Paris.

BTS is currently on the Latin American leg of its "Arirang" world tour. The boy band will perform at the Estadio Nacional stadium in Santiago, Chile, on Friday and Saturday, before heading to Buenos Aires, Argentina, and São Paulo, Brazil.

BY LEE TAE-HEE [[email protected]]