BTS Star V Turns This Pop Mart Figurine Into Internet’s Latest Obsession

Kim Taehyung, also known as BTS's V, has once again demonstrated his immense influence, this time turning a Pop Mart figurine into a must-have item. Spotted with a Hirono Living Wild doll keychain on his Celine bag at Incheon International Airport on October 4, 2025, while en route to Paris Fashion Week, V sparked a global frenzy for the collectible.

The Hirono doll, officially called the Hirono Living Wild - Fight For Joy edition, is a creation of Chinese artist Lang in collaboration with Pop Mart, a company known for its designer toys. The "Fight For Joy" edition features a character in a brown suede bear suit and denim overalls, holding a small torch that symbolizes courage and hope. Pop Mart describes Hirono as a "complex character" that embodies the subtle fluctuations of life and profound human emotions.

Within hours of V's airport appearance, the Hirono Living Wild doll sold out on Pop Mart's official Chinese website, with over 500 units reportedly snapped up in just 24 hours. The doll quickly sold out in several countries, including China and the UK. Resale prices have soared, with some listings on eBay reaching three times the original price. This rapid sell-out and price surge demonstrate V's powerful impact on consumer trends.

Fans and collectors have taken to social media to express their excitement and admiration for V's influence. Many have humorously dubbed him the "sold-out king" and the "Midas touch," acknowledging his ability to turn any item he touches into a viral sensation. Some fans have also noted the doll's resemblance to V, affectionately called a "bear" by his fans, further fueling the doll's popularity.

The Hirono doll's newfound fame has drawn comparisons to the Labubu doll, another Pop Mart creation that gained immense popularity after being endorsed by Blackpink's Lisa. While Labubu dolls were once highly sought after, their market value has decreased as they have become more widely available. Now, the Hirono doll appears to be stepping in to fill that void, with many declaring it "the new Labubu".

V's influence extends far beyond just selling out merchandise. He has a significant impact on brand perception and consumer behavior. His endorsements have led to increased brand visibility, a younger and more diverse audience, and substantial financial gains for the companies he collaborates with. Known as the "V Effect," his influence has been acknowledged by both the South Korean President's Blue House and various media outlets.

This latest instance of V's "Midas touch" underscores his significant impact on the retail landscape. Character IPs backed by powerful fandoms, like BTS's ARMY, are reshaping the market, and V is at the forefront of this trend. His ability to generate buzz and drive sales is a testament to his global reach and cultural influence. As the Hirono doll continues to gain popularity, it is clear that V's influence as a trendsetter and cultural icon is as strong as ever.