BTS’ V Draws Criticism for Ignoring Gaza While Backing Coca-Cola

Taehyung, also known as V and 1 of the 7 members of BTS, is a K-Pop idol, a singer, a rapper, and an actor.

Taehyung just revealed the billboard image for his new campaign with Coca-Cola Zero as part of the company’s marketing for the 2024 Summer Campaign.

Coca-Cola Korea has shared a special announcement through which they explained that Taehyung will be the new face of their latest campaign and promised to officially reveal their final plans to the public on July 31.

The competition had 2 rounds in total. In the first round, several participants from the entertainment world were shortlisted by the Jury. The Jury announced 1 male and 1 female candidate and kept Taehyung and NewJeans.

Round 2 involved 2 teams of the 4 candidates. The 2 teams shared 1 Reveal Video that introduced the final face of the campaign. Taehyung replaced NewJeans on the final spot and has now been officially picked by Coca-Cola as their new celebrity endorser.

Taehyung seemed pretty happy as he was seen smiling and excited after a montage of BTS’s successful and very iconic past came across the screen.

K-pop idols and celebrities have been heavily criticized for this new campaign.

Fans have deemed the choice as ‘tone-deaf’ and ‘deeply disappointing’, accusing Taehyung and the rest of BTS of staying ‘silent’ on the matter regarding the genocide in Gaza. Fans also mentioned the fact that the company itself is on the Boycott, Divestment and Sanctions (BDS) list.

Fans have been disappointed with Taehyung and the rest of BTS’s silence in this particular issue.

Taehyung is now under fire as an “ignorant child” for this move since he has been known to take part in other activities of a more ‘social justice warrior’ nature.

Fans of the band BTS might remember an earlier incident with the group posting a photo of McDonald’s fries only last year. Another popular fast food joint that has been under fire for its involvement in Israel.

Fans also compared Taehyung and BTS’ stance on such things as the “BLM” post and activity at the “rainbow” show, where a rainbow was displayed behind the members as they stood on the stage.

Fans were extremely dissatisfied and lost their patience over the sudden silence from BTS and the group’s members and engagements with campaigns of companies that support the killing of innocent Palestinians in the Gaza region. Fans felt like BTS was a ‘no-no’ in this case.

Taehyung shared a post on Instagram which said, ‘The story continues here. Be with #CokeZero and the #BestCokeEver.

Coca-Cola amid Controversy

Fans have not let this mistake by Taehyung and the rest of BTS go easily, and have not taken this campaign lightly either.

Coca-Cola itself has had its history with both and has stayed on the BDS list. Fans were not pleased and did not appreciate the little joke that it was as Taehyung changed his bio to show his ‘latest endorsement campaign’.

BDS has called for boycotts of American companies and brands that do business in and with Israel, including alleged complicity in Israeli crimes and the violation of Palestinian rights.

As recently as 2024, Coca-Cola was subject to protests and cancellations of Coke products as Coca-Cola in Bangladesh had advertised an advertisement calling for people to boycott Israeli companies, ‘they have nothing to do with the Palestinians and Israel’.

WhoProfits research center, which has been tracking companies in connection with Israel, has shown that Coca-Cola has facilities in illegal settlements according to international law in Attherot Settlement Industrial Zone.

Coca-Cola Israel’s winery, Tabor, has been reported to source its grapes from Israel’s occupied West Bank and Syrian Golan Heights. Fans were not having any of this, nd many had tagged Taehyung in posts and comment sections on Twitter, saying the following.

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