Kim Taehyung, aka V of BTS, has become the face of one of Korea’s most-loved coffee brands.
On December 20, News1 exclusively reported that ‘Compose Coffee,’ one of South Korea’s largest coffee franchises boasting 2,400 stores nationwide, has chosen BTS’s V as their new model to enhance brand recognition and accelerate overseas expansion.
Taehyung’s posters will soon adorn ‘Compose Coffee’ stores nationwide, starting this month. Furthermore, TV commercials filmed before Taehyung’s military enlistment, are scheduled to air from January 2024 onwards.
An official from ‘Compose Coffee’ stated, “We are delighted to collaborate with a global artist who is loved worldwide regardless of gender or age. Through synergy with the ‘21st-century pop icon’ BTS V, Compose Coffee anticipates even greater growth next year. This collaboration marks a significant step forward.”
News1 also reported that, before finalizing the contract, ‘Compose Coffee’ obtained consent from their franchisees, with majority showing a positive response to Taehyung as their model.
The advertising cost for Taehyung’s ads is reported to be 6 billion won ($4.6 million USD), with 2 billion won to be divided among 2,400 franchise stores. The remaining amount will be covered by the head office.
‘Compose Coffee’ was named South Korea’s favorite coffee shop at the ‘2023 Korea’s Most Loved Brand Awards,’ an event organized by Forbes Korea and sponsored by South Korea’s Ministry of Science and ICT and Ministry of Trade, Industry, and Energy.
Based in Busan, ‘Compose Coffee’ has expanded since opening its first store, the KyungSung University branch, in January 2014. By employing Taehyung as their new model, ‘Compose Coffee’ intends to expand its overseas business. Last September, Compose Coffee launched its inaugural store in Singapore.
Taehyung’s last Instagram post on the day he officially began his military enlistment was a photo of him holding a coffee jar, with the caption, “I’ll be back.”
The post is now believed by fansto be a ‘spoiler’ for his brand partnership with ‘Compose Coffee.’
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