SEOUL — It took less than 24 hours for the "Jungkook Effect" to strike again, but this time, it wasn’t a sleek leather jacket or a moody denim fit that broke the internet. As of February 26, 2026, BTS superstar Jungkook has sent global social media into a meltdown over a specific, unexpected detail in his latest Calvin Klein campaign: a pair of pink, cherry-blossom print boxers.
While the main visuals for the Spring 2026 collection feature the "Seven" singer in gritty, '90s-inspired denim and white tanks, eagle-eyed fans noticed a soft, pastel listing on the Calvin Klein Japan website. Tagged explicitly as an "Item worn by Jungkook," the Icon Cotton Stretch Boxer Briefs in a delicate cherry blossom pink have sparked a massive wave of "babygirlism" memes, causing the item to sell out worldwide almost instantly. The contrast between his edgy rockstar persona in the video and the adorable, hidden floral undergarments has ARMYs declaring this the ultimate peak of his duality.
The "Babygirl" Phenomenon: Fans React to the Pink Boxer Reveal
The term "babygirl"—Gen Z slang often used to describe male celebrities who exude a specific kind of cute, protectable charm—has been attached to Jungkook before, but this latest development has cemented the label. The viral moment began when screenshots from the Calvin Klein Japan store circulated on X (formerly Twitter) and TikTok, showing the "Item worn by Jungkook" badge next to the soft pink, floral-patterned underwear.
Social media immediately erupted with a mix of disbelief and endearment. Since the official campaign photos show Jungkook mostly in denim and monochrome basics, the revelation that he was arguably wearing cherry-blossom prints underneath his "cool guy" exterior became instant meme fodder. Hashtags like #JungkookPinkBoxers and #BabygirlJungkook trended globally within hours. One viral tweet with over 50,000 likes joked, "Proof or it didn't happen," while others celebrated the singer's refusal to conform to toxic masculinity, embracing a soft aesthetic even in a rugged denim campaign.
The "Jungkook Effect": Sold Out in Seconds
As is tradition with anything the "Golden Maknae" touches, stock levels plummeted immediately. The pink cherry-blossom boxers, priced at approximately ¥8,800 ($56), reportedly sold out across Japanese and U.S. online distincts within minutes of the discovery. This phenomenon, known as the "Jungkook Effect," demonstrates his unrivaled brand power in 2026.
Retail analysts have noted that while the Spring 2026 campaign was intended to push the new 90s Straight Jeans and Trucker Jackets, the unintended viral marketing from the underwear listing has generated equal buzz. "It creates a treasure hunt experience for fans," explains fashion analyst Sarah Kim. "They aren't just buying the clothes they see; they are buying into the entire 'Jungkook lifestyle,' down to the hidden details." Reports indicate that reseller sites are already listing the specific floral pattern at triple the retail price.
Details of the Spring 2026 Campaign
Beyond the viral boxer moment, the actual campaign has been lauded as a return to form for the brand. Directed by Mert Alas, the visuals channel a distinct 1990s Americana vibe. Jungkook is captured in a record store setting, performing choreography to the classic track "Footloose." The energy is loose, confident, and undeniably cool, contrasting sharply—and hilariously—with the soft aesthetic of the viral boxers.
A Strategic Masterclass Ahead of BTS's Comeback?
This viral fashion moment comes at a critical time. With rumors swirling about BTS's upcoming album, potentially titled ARIRANG, slated for a March release, the visibility of individual members is at an all-time high. Jungkook's ability to dominate global headlines with something as simple as a product listing proves that his star power has not waned during the group's transition periods.
Whether the "Item worn by Jungkook" tag was a calculated marketing move or a happy accident, the result is the same: Calvin Klein has won the internet again. For now, fans are left refreshing pages in hopes of a restock, while simultaneously creating fan art of the star in his newfound signature "babygirl" floral gear.
