Following The Debut Of BTS V’s (Kim Taehyung) Cup sleeves, “Compose Coffee” Trends #1 On Baemin, Korea’s Largest Food Delivery Service.

Following the debut of BTS V’s (Kim Taehyung) cup sleeves, “Compose Coffee” trends #1 on Baemin, Korea’s largest food delivery service.

After Kim Taehyung, better known as V from BTS, was chosen to be the model for Compose Coffee’s tenth anniversary, the Korean media began to cover the brand’s rise in popularity.




Taehyung appeared in several video adverts for Compose Coffee in January, where he played the parts of the barista tending to the needs of the customer, who is a music composer. The audience was enthralled by Taehyung’s sophisticated appearance and superb acting abilities as she played two distinct personas.


The fact that Yu Kwang-Goeng, regarded as Korea’s leading commercial film director, was behind the commercial video made it more noticeable.


One of the advertisement films shot to the top of YouTube’s global trending videos within hours of its publication, garnering one million views in a single day. In barely two weeks, the video had amassed more than 12 million views; as of February 5, it had more than 13.5 million views.


Within a month of Taehyung’s announcement as their promotional model, Compose Coffee’s official Instagram account witnessed a 53% rise in followers, and the app’s cumulative user base increased by around 3 million.


On February 1, word leaked out via social media and internet forums that Taehyung’s Compose Coffee cup sleeves were available at select stores. Enthusiastic shoppers poured into their local stores, but some chose to place online orders.



The ‘V effect’ was therefore clearly visible when ‘Compose Coffee’ shot to the top of the real-time search results on ‘Baemin,’ the biggest meal delivery service in South Korea.



Taehyung’s impact can be seen in public service announcements as well as commercial advertising. BTS has actively promoted Seoul as honorary tourism ambassadors since 2017.

But Taehyung was selected as the only model for Seoul Tourism’s international campaign in 2023.

https://youtu.be/Daa3NqFB-_0?si=YjvylMBp_TcHGz8q

In just three weeks, the September release of the 2023 Seoul Tourism global marketing film, “Seoul Edition23,” had over 500 million views across all promo videos.

With over 100 million views, just one of Taehyung’s videos became the most popular Seoul promotional video on YouTube.