BTS Star in Controversy Over Endorsing Boycotted Brand

On July 31, it was announced that BTS’s Kim Taehyung, also known to international fans as V, had been chosen to be the new face of Coca-Cola Zero in South Korea.

The company unveiled promotional visuals featuring V in their latest and “best Coke” yet, confirming that V was now replacing his fellow HYBE labelmates girl group NewJeans as their current ambassador.

The company’s new promotional campaign #BestCokeEver has since been met with online backlash by fans and members of the international community, who have called it “deeply disappointing” and “tone deaf” in the face of the genocide in Gaza and the company’s placement on the BDS list.

Activism or Nothing?

Ever since BTS rose to international fame, all of the members have made an effort to become outspoken advocates for social justice causes, while also speaking out against racism and discrimination towards Asian people, as well as posting public messages of support for the Black Lives Matter movement in the past.

V himself has done similar work in the past, attending public service events in the country.

But when it comes to taking a stance for the people of Gaza, or even simply speaking out against the attacks and violence in the region, BTS as a group has remained completely silent on the issue, to the dismay of many of their international fans.

The backlash for this perceived hypocrisy from fans also comes in the wake of V’s past brand deals with certain companies, such as when he posted a photo of himself eating McDonald’s fries last year, without having commented on the Israeli conflict that has divided the country.

Criticism of Coca-Cola Over Gaza Conflict

In 2024, after the Israel-Gaza war, Coca-Cola also faced criticism after an advert in Bangladesh in which the company said, “We have no business presence or partnerships in Israel.” This was also met with backlash by activists, who then refuted the claims by providing evidence for the documented presence of the Coca-Cola Israel company in illegal Israeli settlements.

“The Coca-Cola Israel company is located in an industrial zone in the Atarot Settlement, which, according to Israeli rights groups, is illegal.”

Activists have accused Coca-Cola of continuing its business operations and manufacturing in Israeli settlements, violating human rights laws. WhoProfits also documents that:

“Sources with ties to Coca-Cola, known as ‘af’iliates,’ are key to the functioning of Coca-Cola’s global operations. One of these affiliates is the Tabor Winery in the occupied West Bank. Tabor Winery, a major Israeli wine producer, is owned by the Palestine Economic Development Company (PEDCO) and the Hezkiyahu Winery in the occupied Golan Heights, according to WhoProfits. Tabor Winery imports grapes from Palestinian farmers in the occupied West Bank and also sources from the Syrian Golan Heights, according to WhoProfits.”

Fans Say V’s Endorsement “Sets Back” Cause and Preach Boycotts

As the controversy continues to gain traction online, many fans of BTS and international ARMYs have taken to social media to express their disappointment at V’s new role as the face of the brand.

The company itself has not officially responded to the backlash, as neither has its management.

Fans are also posting in huge numbers, in regards to boycotting the company and V’s new role, while also requesting that V cancel his endorsement. An example of a message being widely shared on social media includes a post reading:

“Dear Taehyung BTS, Coca Cola has been operating on the stolen land of the Palestinians, some of whom are your ARMYsARMYase don’t work with and promote its products. Please educate yourself. Cancel the endorsement and stand with humanity.”