Sparks divided reactions linked to past dating rumors.
Paradise City has officially named V as its newest global ambassador, unveiling the partnership on December 1 with a series of cinematic videos across the resort’s social platforms. The announcement comes during one of the strongest financial periods for the luxury Seoul-based resort operator.
South Korea’s Paradise Co recorded a 10.2% rise in casino revenue in 2024, reaching KRW818.8 billion (£556 million), according to the World Casino Directory. Table games accounted for KRW766.7 billion (£393 million), up 13.8% year-on-year, while table drop climbed 11.3% to KRW6.87 trillion (£3.5 billion), signaling robust sector recovery and consumer confidence.
The company is now pursuing one of its largest projects in years—a KRW575 billion (£316 million) investment to build a new 18-story hotel in Seoul’s Jangchung area. Set to open in 2028, the property will house around 200 rooms and five basement levels across 13,950 square meters.
At a press conference in Incheon, CEO Choi Jong-hwan noted the company’s confidence in expanding markets: “If the Japanese market has progressed significantly, I believe there is now substantial potential in the Chinese market.”
V’s appointment aligns with South Korea’s easing of visa restrictions for Chinese tourists. Since September 29, 2024, Chinese group visitors have been able to enter visa-free for up to 15 days, a program running through June 30, 2026. China remains South Korea’s largest tourism source, contributing 4.6 million visitors in 2024—28.1% of total arrivals—as reported by CGTN.
For Paradise City, the partnership leverages V’s proven ability to generate measurable economic impact. Compose Coffee saw net profit surge 186% to 47.9 billion won (£27.8 million) after he became ambassador, while its app added 2.6 million new users. The chain is on pace to exceed 3,000 stores this year.
At Celine, where V was named global ambassador in March 2023, operating profit skyrocketed 591%—from £1.29 million to £8.75 million—with revenue surpassing £158 million by the end of 2024. Sportskeeda reports that this one-year growth outpaced luxury giants like Louis Vuitton, Hermès, Chanel, and Rolex.
Despite widespread praise from fans, V also faced accusations of benefiting from connections to Joanna Chun, heiress of Paradise Group. Critics labeled him a “nepo” baby and claimed he secured the role through chaebol ties. Supporters pushed back quickly, arguing that V has been “busier and booked more than ever” since his military discharge and that his influence stems from years of proven talent.
V, celebrated in the industry for his visuals, vocals, and performance skills, continues to expand an already impressive ambassador portfolio. Since completing his mandatory military service in June, he has attended major global events—including Vogue World: Hollywood in Los Angeles—and has been named ambassador for Coca-Cola and Tirtir. In July 2025, he reunited with BTS in Los Angeles to work on their upcoming album, slated for a March 2026 release.
Paradise City, often called the “Las Vegas of Asia,” is targeting high-rollers and younger travelers, especially from China. The integrated resort, located on Yeongjongdo in Incheon, features hotels, a casino open to locals and foreigners, spas, an indoor waterpark, convention halls, retail areas, and restaurants.
The resort’s new global campaign embraces its “Art-tainment” philosophy, blending arts and entertainment. Two cinematic promotional films—Feel Your Paradise and Win Your Day—feature V in contrasting looks: a wine-red suit with slicked hair and a black denim ensemble. Billboards and bus ads showcasing the campaign are now visible throughout Seoul, generating large online buzz.
V also attended the recent “Paradise Art Night” event at Paradise City, gaining attention from art industry figures and reinforcing the authenticity of the collaboration. Paradise Group has supported the arts for over 40 years through institutions like Kaywon High School of Arts and Kaywon University of Art and Design, forming a strong cultural backbone for the partnership.
With Paradise City added to his résumé, V now represents nine major brands: CELINE, Compose Coffee, Cartier, Coca-Cola Korea, Snowpeak, TIRTIR, YUNTH, Siminvest, and Paradise City.