BTS member Kim Taehyung, also known as V, has recently sparked debate among his global fanbase after being unveiled as the new face of Coke Zero in South Korea.
V’s New Brand Deal Sparks Controversy
V’s latest collaboration with Coke Zero has been met with mixed reactions. While fans in South Korea celebrated the announcement, a significant portion of the global ARMY expressed disappointment.
The core issue stems from Coca-Cola’s reported inclusion on the BDS (Boycott, Divestment, Sanctions) movement’s list. This has led to a backlash from fans concerned about the brand’s alleged ties to supporting Israel, despite the company being non-Israeli-owned and having no direct connection to military funding.
The Boycott Debate
Coca-Cola has faced scrutiny for operating in regions involved in conflict, leading to its placement on various boycott lists. Fans quickly pointed out the brand’s controversial history, even resurfacing a 2024 ad campaign from Bangladesh that was widely criticized as insensitive and later pulled.
However, not all fans are in agreement. Some have come to V’s defense, arguing that the Korean branch of Coca-Cola operates independently from its global parent company. Others dismissed the criticism entirely, stating that V’s actions are his own business and shouldn’t be entangled with political issues.
Despite these defenses, many believe that given the ongoing global discussions, V could have opted out of this particular endorsement, especially since other idols have also faced criticism for similar brand promotions in the past.
A Pattern of Concern?
This incident follows closely on the heels of another BTS member, Jungkook, drawing criticism for being seen with Starbucks, another brand frequently cited on boycott lists. These occurrences have left some fans confused, especially considering BTS members’ well-known history of making significant, often quiet, donations to various social causes.
V, in particular, is known for his charitable efforts, which has led some to speculate about his awareness of the boycott. As of now, neither V nor his agency, HYBE, has issued any public statement regarding the backlash.
What’s Next for BTS?
Looking ahead, BTS is preparing for an eagerly anticipated spring comeback in 2026. All seven members – V, Jimin, Jungkook, Suga, RM, Jin, and J-Hope – reunited in June 2025 after completing their mandatory 18-month military service in South Korea.
The septet is currently in the United States, dedicating their time to working on new music, signaling an exciting new chapter for the global superstars.
- Kim Taehyung’s (V) new Coke Zero deal has caused division among global BTS fans.
- The controversy stems from Coca-Cola being linked to the BDS movement.
- This follows recent backlash aimed at Jungkook for his association with Starbucks.
- Neither V nor his agency has yet commented on the situation.
- BTS members have reunited and are preparing for a 2026 comeback.
As discussions continue to unfold online, fans await any official word while also looking forward to the group’s highly anticipated return to the music scene.
