BTS V effect, Nothing products sold out worldwide... simultaneous explosion in search volume and SNS trends

British tech brand Nothing announced that products worn by V of BTS, their global ambassador, have sold out worldwide since his appointment. Nothing appointed V as their global ambassador on September 29, and three products—Headphone (1) Pro, Headphone (a), and Ear (3)—sold out on the official website and at 15 retailers across the UK, Canada, Japan, Malaysia, the Philippines, and more. On the same day, Google Trends showed V reached a peak search interest of 100% in over 60 countries including the US and the UK, while searches for Nothing increased by more than 200%. Social media reactions were also remarkable. On X (formerly Twitter) worldwide real-time trends, #VxNOTHING, #TAEHYUNGxNOTHING, and Nothing Headphones (1) pro ranked 1st, 2nd, and 4th respectively, generating 374,000 related posts. An Instagram Reels video introducing V as the global ambassador recorded 14.14 million views. Meanwhile, Nothing posters featuring V’s photoshoot were distributed at four locations in Tokyo, Japan. The Japanese economic weekly Toyo Keizai reported, ″An unusually long line of over 200 meters formed in Harajuku, Tokyo. Foreign tourists were taking pictures and asking what the line was for. The long line was due to the distribution of a special edition announcing Nothing’s appointment of V as ambassador.″