Coca-Cola Endorsement Tests V’s Reputation Among Global ARMYs

On July 31, Yonhap News Agency reported that one of BTS’ newest members, Kim Taehyung, would be the newest face of the soft drink giant, Coca-Cola Zero, in South Korea.

V’s new role for the company would begin on August 6, but his latest contract has not been met with applause as it was initially intended. The ARMY took to social media to express their anger as to why the “Deep Blue” singer was chosen for the role during this particular time, especially after having already named BTS’ agency label mates, NewJeans, the girl group, as the official face of Coca-Cola Zero last year.

“SORRY V, we’re so ashamed of you making a new ad with Coca-Cola”, a Korean fan wrote in a now-viral tweet directed to V. This new message is now accompanied by several other calls for fans to boycott the soda company.

Why is this a cause of controversy and anger?

To better understand the level of ARMY’s wrath with the decision, it is important to understand the timeline of events as well as V’s other previous endorsements, the ongoing genocide of Gaza, as well as Coca-Cola’s status on the BDS list.

On its promotional site for the Coke Zero endorsement, it was then revealed that “the #BestCokeEver campaign, Yonhap continues to list what is being done in Korea to increase its promotional effects with the participation of BTS’ newest member.” V, being BTS’ newest member, the newspaper also named V as the official face of the campaign as an individual.

BTS’ History of “Activism” and Protests and Lack of Action On Gaza

In the past, BTS has used their voice and influence to make social justice change and to stop the discrimination that Asians receive, as well as BTS publicly supporting and advocating for the BLM movement.

Fans have brought attention to the fact that BTS, and most recently V, have made it a point to make a stand on these causes, but have not once stepped up to support Gaza.

Another global brand that V had recently been associated with was McDonald’s, and fans now say that V choosing a corporation like Coca-Cola is like one step too far.

Activists, Awareness, and Coca-Cola’s Status On the BDS List

Multiple factors have also caused people to speak out against the endorsement, and this comes down to their major accusations against the beverage company as well.

In 2024, the anti-Israel Coca-Cola Bangladesh Ad became the most important part of the boycott campaigns. It was because the company had made an apology video in Bangladesh in which the company denied any support to Israel and said, “Coca-Cola does not have any operations in Israel. Our only operation is here in Bangladesh.”

Activists and pro-Palestine social media influencers who call for the boycott of the company as they are operating in the illegal settlements in Israel, contested these claims through the evidence of their subsidiary, Coca-Cola Israel.

In the above-quoted anti-boycott commercial, a Bangladeshi man can be heard saying that he buys Coca-Cola products at Baitul Soda, an Israeli supermarket. This Bangladeshi man was part of a Telegram channel, Palestine Voice, with over 15,000 members.

A copy of a 2015 document found by WhoProfits, which tracks the contribution of companies in the Israeli occupation of Palestine, also reveals that Coca-Cola Israel has a facility in the Atarot Settlement Industrial Zone, land that Israel has stolen from Palestinians and built on.

The document shows, among other things, a list of 14 approved manufacturers for tax relief in “Area C” under settlement industrial zones in the “West Bank” under the “Judaea and Samaria District” of the Israeli Antiquities Authority.

Coca-Cola Israel’s company information on WhoProfits also revealed that it runs a winery called the Tabor Winery, which sources its grapes from both the occupied West Bank and the Syrian Golan Heights.

The Tabor Winery has its vineyards in the Atarot Industrial Zone as well as in the Syrian Golan Heights and uses its facilities in the illegal colony in “Area C” to produce its wine, as stated on WhoProfits.

Fans say that “it is deeply disturbing for ARMY to see that Taehyung, as a face of the company, is not taking a stance against the company, not just because they have a presence on stolen land, but also in illegal settlements.”

To have the biggest artist in South Korea stand with Coca-Cola while over a million Palestinians are being murdered is such a slap in the face.

What the Fans Say

Fans have also called for a boycott of the company’s products and they have made it very clear that they hope that V will drop out of the endorsement as his lack of taking a stance against the company and for Palestine is in no way supporting his home country and is indirectly choosing the government and its opinions over his Korean fans and listeners.

ARMY Says: “Stop Making Ads With Brands On The BDS List”

Taehyung would have to drop out of the commercial for Coca-Cola Zero.