After multiple campaigns with BTS Jin since his debut as LANEIGE's
global ambassador in 2024, we faced a new challenge: how could we make another collaboration feel fresh and exciting?

When BTS announced their comeback and a world tour after seven years, we spotted something fans rarely see: a world tour means spending as much time traveling as performing. From one flight to the next, from buses to vans, Jin would be constantly on the move, catching sleep wherever he could.

That sparked a playful question inspired by his iconic "Worldwide Handsome" persona: How does he stay so handsome, even on the go?

Jin's World Sleep Tour is a global campaign reimagined his world tour through the places he sleeps, turning his overnight skincare routine into entertaining content with LANEIGE Sleeping Masks. By connecting his signature charm and life on the road with the product's overnight benefits, we gave fans a fresh way to enjoy Jin while making Sleeping Masks part of the journey.