BTS’s Jungkook has done it again—this time creating a nationwide shortage of Kancho biscuits in South Korea simply by hosting daily unboxing livestreams on Weverse. The phenomenon, affectionately dubbed the “Jungkook Effect” by fans, proves once more that anything the Golden Maknae touches turns to gold… or in this case, sells out completely.
Table of Contents
The Kancho Biscuit Phenomenon: BTS Jungkook
| Aspect | Details |
|---|---|
| Product | Kancho Biscuits (Lotte Wellfood) |
| Special Edition | 40th anniversary with names printed on biscuits |
| Jungkook’s Quest | Finding his name on a biscuit |
| Livestream Platform | Weverse |
| Duration | Daily streams since late October 2025 |
| Success Rate | Still searching (unsuccessful so far) |
| Result | Nationwide shortage in South Korea |
| Jungkook’s Preparation | Stocked up on multiple boxes in advance |
How It All Started
To celebrate Lotte Wellfood’s 40th anniversary, the company released a limited-edition version of their popular Kancho chocolate biscuits featuring names printed on each treat. When Jungkook discovered this, he embarked on what has become an endearing daily mission: finding his own name among the biscuits.
Since late October 2025, the BTS member has been hosting regular unboxing livestreams on Weverse, eagerly opening box after box in hopes of discovering “Jungkook” or “Jeon Jung-kook” on a biscuit. Despite his determined efforts, the elusive name-printed snack remains unfound.
The Smart Move: Bulk Buying
Here’s where Jungkook’s industry experience shines through. Knowing his influence all too well—especially after the infamous kombucha incident where his favorite lemon-flavored drink sold out nationwide—the idol wisely stocked up on bags full of Kancho biscuits before announcing his quest to fans.
This strategic move proved genius as ARMYs (BTS’s devoted fanbase) immediately rushed to stores to participate in the unboxing experience alongside their idol. The result? Predictable yet impressive: nationwide shortages across South Korea.
ARMYs’ Hilarious Reactions
Social media erupted with fans celebrating the latest example of Jungkook’s unmatched influence:
“The definition of the Jungkook effect. Kancho not only has been receiving the best advertising of their life but now sales… He knows he’s the sold out king that’s why he bought 2 bags full after the kombucha incident he doesn’t trust his fans,” one ARMY joked.
“As we all can agree this is the Jeon Jungkook effect. Whatever he touches turns into gold, well, SOLD OUT mostly, but same same,” another fan observed.
“They need to release a full packet of his govt name and nicknames! As a gift now!!” suggested a creative ARMY, proposing Lotte Wellfood create special editions just for Jungkook.
The kombucha reference harks back to when Jungkook’s casual mention of his favorite beverage caused similar nationwide shortages, teaching him a valuable lesson about his purchasing power.
Lotte Wellfood Hits Marketing Jackpot
Without spending a single won on traditional advertising, Lotte Wellfood has received unprecedented exposure. Jungkook’s daily livestreams effectively serve as extended product demonstrations, with millions of viewers tuning in to watch him enthusiastically unbox their biscuits.
This organic promotion is invaluable—genuine celebrity endorsement combined with interactive entertainment that keeps fans engaged day after day. Marketing executives worldwide are undoubtedly taking notes.
Understanding the Jungkook Effect
The term “Jungkook Effect” refers to the BTS member’s extraordinary ability to influence consumer behavior and spark viral trends. Previous examples include:
- Kombucha shortage after mentioning his favorite flavor
- Fashion items selling out within hours of him wearing them
- Brands experiencing stock increases when he’s spotted with their products
- Tourism boosts to locations he visits
His influence extends beyond ARMYs to general consumers and even fellow idols who follow his trends.
Jungkook’s Current Activities
Since his military discharge in June 2025 (alongside member Jimin), Jungkook has been actively reconnecting with fans through frequent Weverse livestreams. His solo career achievements include:
- Debut single “SEVEN” feat. Latto (July 2023)
- Follow-up “3D” feat. Jack Harlow (September 2023)
- First studio album “GOLDEN” (November 2023)
- Military service single “Never Let Go” (June 2024)
- Calvin Klein ambassador and face of their 2025 holiday campaign
BTS is preparing for their highly anticipated group comeback scheduled for Spring 2026.
For more K-pop news and entertainment updates, visit our K-pop coverage and BTS news section.
The Bigger Picture
This lighthearted episode demonstrates Jungkook’s remarkable cultural impact—the ability to turn mundane daily activities into nationwide phenomena. His authentic, unscripted interaction with fans creates genuine engagement that money can’t buy.
As one fan perfectly summarized: “His impact is unmatched.” Indeed, when it comes to the Jungkook Effect, truer words have never been spoken.
Frequently Asked Questions
Q: What is the “Jungkook Effect” and why is it significant?
The “Jungkook Effect” refers to BTS member Jungkook’s extraordinary ability to influence consumer behavior and create viral trends simply through his daily activities and preferences. When he mentions products, wears certain brands, or uses specific items, they frequently sell out nationwide in South Korea and sometimes globally. This phenomenon is significant because it demonstrates unprecedented organic marketing power—his authentic recommendations carry more weight than traditional advertising campaigns, making him one of the most influential figures in consumer culture.
Q: Why did Jungkook buy so many Kancho biscuits in advance?
Jungkook learned from previous experiences, particularly the “kombucha incident” where his casual mention of his favorite lemon-flavored kombucha caused nationwide shortages, leaving him unable to purchase his preferred drink. Knowing his influence would likely cause ARMYs to buy all available Kancho biscuits to participate in the unboxing experience, he wisely stocked up on multiple boxes before starting his daily livestreams. This strategic planning shows his awareness of his impact on consumer markets and ensures he can continue his quest to find his name on a biscuit.
