Remember TEAZEN, the Korean tea brand BTS’s Jungkook loves? Well, it has since grown exponentially thanks to his influence and power.

After the Golden Maknae talked excitedly about TEAZEN kombucha on VLIVE earlier this year, its popularity soared into the stratosphere. At one point, the brand’s sales rose by 500%. It became such a sought-after product that even Jungkook himself found it hard to find it online or in stores.

The company’s CEO, Kim Jongtae, recognized the impact Jungkook had on the success of his product. He was so grateful for what the idol did that he signed up for a Twitter account of his own, followed several BTS and Jungkook fan accounts, and started interacting with them.

Aside from replying to and retweeting fans’ tweets, Kim Jongtae also set his profile picture to one featuring Jungkook drinking TEAZEN, although he has since changed it. But that doesn’t make him any less appreciative of what the “My Time” singer did for him and his company.

In fact, when TEAZEN was named the No. 1 brand in South Korea at the Brand of the Year 2021 Awards, he and his team made sure to thank him for all his help. (As they should, because they probably wouldn’t have won that award if it hadn’t been for Jungkook.)

The Brand of the Year 2021 Awards surveys consumer preferences in a wide range of commercial brand categories, including cosmetics, fashion, food, technology, and more. This year’s honorees were announced by the Korean Consumer Forum (KCF).

Consumers also voted for their favorite actors, actresses, musicians, and TV shows in the Celebrity/Culture/Entertainment categories. BTS took home the award for Best Male K-Pop Group.