One Of The Biggest Coffee Businesses In South Korea, “Compose Coffee,” Has Announced That BTS’s V (Kim Taehyung) Will Be Their New Model

V of BTS, Kim Taehyung, has emerged as the face of one of the most popular coffee brands in Korea.

As to an exclusive News1 report on December 20, ‘Compose Coffee,’ one of the biggest coffee chains in South Korea with over 2,400 locations across the country, has selected BTS’s V as their new model to improve brand recognition and expedite their international expansion.


‘Compose Coffee’ locations around the country will soon display Taehyung’s posters, beginning this month. In addition, TV ads that were shot prior to Taehyung enlisting in the military will debut in January 2024.



“We are delighted to collaborate with a global artist who is loved worldwide regardless of gender or age,” a “Compose Coffee” official said. With the help of their partnership with BTS V, dubbed the “21st-century pop icon,” Compose Coffee expects to develop even more in 2019. This partnership represents a big advancement.


Additionally, according to News1, “Compose Coffee” sought approval from its franchisees before to signing the agreement, with the majority expressing approval of Taehyung’s role as their model.


Taehyung’s advertisements are said to have cost 6 billion won ($4.6 million USD) in advertising, of which 2 billion won will go to the 2,400 franchise locations. The head office will pay the remaining balance.



In the ‘2023 Korea’s Most Loved Brand Awards,’ which were hosted by Forbes Korea and supported by the Ministry of Science and ICT and the Ministry of Trade, Industry, and Energy of South Korea, ‘Compose Coffee’ was voted the best coffee shop in the country.

‘Compose Coffee’, a Busan-based company, has grown since launching its first location—the KyungSung University branch—in January 2014. ‘Compose Coffee’ hopes to grow internationally by using Taehyung as their new model. Compose Coffee opened its first location in Singapore last September.


On the day he formally started his military service, Taehyung posted his final Instagram picture, which featured him clutching a coffee jar along with the words, “I’ll be back.”


Fans now think that the message is a “spoiler” for his brand collaboration with “Compose Coffee.”