Earlier this week, BTS‘s Jungkook accidentally caused a Downy shortage when he revealed that it’s his fabric softener of choice. Now, several big retailers have jumped on the bandwagon and taken advantage of his free promotion!
In Korea, two months worth of Downy’s supply sold out in a day and the company couldn’t keep up with the flood of orders for the product. Elsewhere in the world, Downy hasn’t sold out yet, but that may soon change if Target has any say in it.
“After Jungkook, a member of BTS, disclosed that he’s using Dawny Adorable, a fabric softener, the product was sold out. The informationpic.twitter.com/RMXlfy9A5p
— Golden Buzz (@JungkookTimes) January 22, 2019
On January 22, Target tweeted out this photo of a cart filled with Downy products and plush hearts. The caption “We [heart] this cart” includes the hashtags #BTS and #BTSARMY.
— Target (@Target) January 22, 2019
Target has also used this as an opportunity to keep shoppers updating on other BTS items like the ARMY Bomb lightstick, and The Notes 1.
ARMYs are loving Target’s involvement, especially their use of the symbolic purple hearts, but Target isn’t the only retailer-turned-BTS-stan.
Walmart has called Jungkook their “Laundry Fairy”, and the nickname is catching on fast!
— Walmart (@Walmart) January 22, 2019
Even Jimin seems to be in on the joke. He referred to Jungkook as a “cover fairy” in a recent tweet, in response to Jungkook’s latest IU “End Scene” covers.
— 방탄소년단 (@BTS_twt) January 23, 2019
Not to be outdone, Downy Brazil is offering 20% discounts to ARMYs!
Armys: obrigada por todas as mensagens e carinho que nos mandaram! Em agradecimento a vocês, todos poderão comprar Downy, o amaciante favorito do Jungkook, com 20% de desconto no https://t.co/Owu3nz19iw. É só usar o código DOWNYKPOP (Válido até 23/01). Vamos perfumar todo mundo!
— Downy Brasil (@DownyBRA) January 22, 2019
For more on this story, click here to see how it all began.