<p>Hublot's Global Ambassador Jung Kook is now proving he can transcend music and fashion to master a new domain: time.</p>

<p><span>We are in Seoul&rsquo;s Gangnam district, waiting patiently outside STRX House in the crisp evening air for the arrival of the </span>man of the hour<span>. His fans, of the infamous ARMY, have gathered too, a block away, hoping to catch a faraway glimpse of their idol. Security is milling about, and territorial </span>Korean<span> paparazzi bark orders at the international press as they jostle for prime positions (he is </span><i>their</i><span> celeb, after all). The mood is pleasantly chill: no high-strung energy nor super strict enforcement commonly associated with superstars of this mega-wattage.</span></p>

<p><span>With almost no fanfare, Jeon Jungkook (known mononymously as Jung Kook) strides up the sidewalk and straight onto the podium to bask in the coruscation of camera flashes. His look tonight is pared down as he dons an elegant wine-coloured suit and black satin shirt, his signature piercings providing just that bit of stylish edge. Alas, his world-famous six pack is not going to be making an appearance today. This new </span>Hublot<span> collaboration is serious business, and requires a more refined sartorial expression &mdash; perhaps this is the &ldquo;golden maknae&rdquo; grown up?</span></p>
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<p>But there&rsquo;s always been something about Jung Kook, beyond his impressive abs. His ineffable charisma gives him magnetic star power onstage and off. Joined by CEO Julien Tornare, he encourages the Hublot head honcho to strike a classic cheek-heart pose for the photo op &mdash; an aegyo moment that endears him to online onlookers. It&rsquo;s this boyish charm that has the world fawning over him, and we witness it first-hand throughout the evening: he gawks at the crowd gathered in his honour, breaks out into random giggles, and is constantly fidgeting like an overactive kid. Despite his powerhouse performing skills, we are told he is considerably shy in person, though he does make an effort to open up during live interviews. It&rsquo;s giving tremendous &ldquo;little brother&rdquo; energy, a sort of youthful guilelessness that disarms with its down-to-earth relatability.</p>
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<p><span>Well, this &ldquo;little brother&rdquo; is a man of multitudes. Achieving global domination with BTS, Jung Kook went solo in 2023 with &ldquo;Seven (feat. Latto)&rdquo;, a defining debut single that cemented him as a musical success in his own right. His album </span><i>GOLDEN</i><span>followed, vaulting him into the best selling K-pop soloist of his generation as he topped global charts and amassed unprecedented Spotify streams. Outside of music, Jung Kook has been causing Internet meltdowns with his scorching Calvin Klein campaigns. And after completing his mandatory military service in 2025 (during which he served as a cook), the international popstar made his fashion week debut in New York for Calvin Klein, before being tapped as Global Ambassador for Chanel Fragrances &amp; Beauty. Now, he keeps the streak going with yet another luxury portfolio added to his repertoire: in February, rebel watchmaker Hublot welcomed him as their newest Global Ambassador.</span></p>
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<p>&ldquo;This is a new experience for me personally, so I&rsquo;m really looking forward to it,&rdquo; Jung Kook says. &ldquo;Through this opportunity, I hope to get to know Hublot more deeply and develop a greater appreciation for watches.&rdquo; Even though he candidly admitted that he wasn&rsquo;t particularly interested in horology, this partnership still makes creative sense given Hublot&rsquo;s disruptive and avant-garde artistry, which matches well with the 28-year-old&rsquo;s own explosive talents. It&rsquo;s hard to imagine someone with Jung Kook&rsquo;s showmanship and visual flair going for a more traditionalist manufacture. &ldquo;Hublot feels like a brand that anyone can make their own, regardless of age. There&rsquo;s a youthful energy, but at the same time, many of the watches also carry a sense of timelessness, which stood out to me.&rdquo; And that&rsquo;s enough, for now &mdash; whether Jung Kook can cultivate a passion for timepieces is for the future.<span class="Apple-converted-space">&nbsp;</span></p>
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<p><span>The very next day, it&rsquo;s back to the grind for Jung Kook. The monumental BTS comeback slated for March 20 is fast approaching, and the performer needs to be in the best shape of his life. &ldquo;As time goes by, the time I spend with BTS feels more and more precious,&rdquo; he reflects. &ldquo;I&rsquo;m not someone who holds onto memories for long, so the most recent ones are the clearest. I really enjoyed the time we spent together working on music [for their 5th studio album, reportedly titled </span><i>Arirang</i><span>] in the US recently.&rdquo; No doubt, the question of what keeps him motivated always pops up. &ldquo;Performing in front of ARMY is always the most memorable for me. That&rsquo;s when I feel like I&rsquo;m truly alive as a singer.&rdquo; Seems like Jung Kook is ready to prove that he can do it all, and the whole world&rsquo;s surely watching. We say let him cook, because for now, time appears to be on his side.</span></p>
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<p style="text-align: center;">Discover more on <a href="https://www.hublot.com/en-my">hublot.com</a>.</p>
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<p style="text-align: center;">Our April 2026 issue featuring JUNGKOOK will be available in selected major bookstores and newsstands in Malaysia and as an e-magazine on www.magzter.com.</p>
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<p style="text-align: center;">For authorised online purchases and enquiries worldwide, please contact cassthecornerdesign@gmail.com. For any enquiries and online orders for China addresses, please contact chenyz@cnpiecsz.com.</p>

April 2026 Cover: Jung Kook brings his showmanship and panache to the horological world

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