The ‘V Effect’ Is Heating Up! BTS’s Global Ambassador V’s ‘Nothing’ Headphones Sold Out in 15 Countries

Nothing products, which selected BTS’s V as its ambassador, are proving popular after selling out completely.

British tech brand Nothing announced on September 29 that, after selecting V as its global ambassador, the three products V wore in the photo shoot had sold out at retailers in 15 locations worldwide.

Headphone (1) Pro, Headphone (a), and Ear (3) sold out at retailers in the United Kingdom, Canada, Japan, Malaysia, and the Philippines, as well as on the official website. On the same day, Google Trends recorded V at the maximum search peak of 100% in more than 60 countries, including the United States and the United Kingdom, while searches for Nothing increased by more than 200%.

On X’s (formerly Twitter) worldwide real-time trends, #VxNOTHING, #TAEHYUNGxNOTHING, and Nothing Headphones (1) Pro ranked first, second, and fourth, respectively. A total of 374,000 related posts were created, and an Instagram Reel introducing V as the global ambassador recorded 14.14 million views.

Meanwhile, Nothing posters featuring V’s photo shoot were distributed at four locations in Tokyo, Japan. Japan’s economic weekly magazine Toyo Keizai explained, “An unusually long line of more than 200 meters formed in Harajuku, Tokyo. It was so extensive that foreign tourists took photos or asked what the line was for. The long line formed because Nothing distributed special extra editions announcing that it had selected V as its ambassador.”

Reporter Moon Wan-sik