BTS's Jimin has increasingly become an influential figure on the Italian coffee market

Jimin has reaffirmed his high brand value time and again. As of this month, he has been the number one idol in brand reputation for individual boy group members for 34 consecutive months and 36 months overall, a feat that no other idol has achieved before. The brand reputation index helps in gauging an idol's marketability and helps businesses to decide on whom to select as a brand ambassador for their companies. In addition, he causes different items to sell out every other day just for having them, irrespective of the price tag on the item, and whether he is endorsing the products or not. This economic impact has been felt and acknowledged all across the globe in different industries. 

The Italian coffee market is one sector that has absolutely embraced Jimin's economic effect. Reports have continuously surfaced, indicating that several coffee businesses were incorporating Jimin's name and/or pictures in their products as a way to maximize profits.

The most recent case reported was aired on the Korean national broadcaster KTV. The report reiterated Jimin's massive influence on the popularity of Dalgona coffee in Rome, Italy, noting that multitudes of people have traveled from outside of the local area just to try the 'Jimin Coffee.'

The owner of this coffee business says that he created the coffee after watching a Vlive broadcast where Jimin and Namjoon were making this Dalgona coffee. The suggestion to call it 'Jimin Coffee' was from his mother, and since then, visitors even from outside of Rome have come to taste it, which made them very happy.

The broadcast of reference took place on April 14, 2020.

This Vlive even got featured on the news as it was later revealed by j-hope.

Just this month in Jordan, a birthday project for Jimin involved serving his fans with a cup of coffee that had the image of his face on it. This event was at the FullMoon Cafe in Amman, and fans received photo cards, stickers, and a custom cup sleeve after they purchased this cup of coffee. It is such an innovative idea for a birthday project, but it also shows the influence of Jimin in the beverage industry.

Previous reports of Jimin's influence on Italy's coffee business include a fan-made post on April 4 this year, who said that Biscione cafe in Rome, Italy, sells 'Jimin Coffee.' The owner of this business is a fan of Jimin, which would imply that he has a good understanding of the impact of such a strategy on his business because all of Jimin's fans understand his explosive brand power.

Additionally, a different report had emerged on November 19, stating that Jimin's brand coffee menus are popular in Italy, the home of coffee. The news came from a video on YouTube, which had been taken from a cafe in Rome. While taking a coffee order, 'Jimin cappuccino' happened to be on the coffee menu, a fact that was accidentally revealed and caused surprise to locals. Their surprise shows that indeed they recognized Jimin, and the fact that the business owner included such a name for his coffee shows the impact of the name, as proven by the surprised locals.

This particular coffee is a mix of coffee, cream, and latte, and the idea that had come from the business owner's daughter.

Jimin being incorporated into the coffee business in a country known to be the home of coffee clearly demonstrates his impact on the hot beverage market and on businesses in general.