Global beverage giant Coca‑Cola has officially named BTS member V (Kim Taehyung) as the new face of its latest “Best Coke Ever” campaign in South Korea, sparking excitement among fans—and controversy across social media.
The campaign, which launched on July 31, features V promoting Coca‑Cola Zero in a stylish teaser that plays off his stage persona. The video rollout includes slogans like “Best Artist Ever” and “Best Coke Ever,” highlighting both the product and the K‑pop icon’s popularity.
In a press statement, Coca‑Cola Korea said V represents the “passion, freedom, and thrilling charm” the brand embodies. V echoed that excitement, saying, “I’m extremely delighted to be sharing a thrill that can be found in everyday life together with Coca‑Cola.”
However, the partnership quickly became a trending topic not just for its star power—but also for its political implications.
Some members of BTS’s global fandom (ARMY) have criticized the collaboration, citing Coca‑Cola’s alleged business ties to Israel and its operations in the occupied West Bank. Activists and fans alike resurfaced past boycott calls and accused the brand of attempting to distance itself from political controversy through advertising. A 2024 Coca‑Cola ad in Bangladesh that denied links to Israel was also widely circulated again online.
Critics urged V to reconsider the endorsement, while others defended him, noting that Coca‑Cola Korea operates independently under LG Household & Health Care and does not directly profit Coca‑Cola’s global headquarters.
Despite the backlash, the campaign is expected to continue, with marketing analysts predicting strong consumer engagement—especially across Asia, where V’s influence is enormous.
The controversy underscores the growing expectations for celebrities and brands to consider ethical implications in commercial deals. As V continues to make waves as both an artist and influencer, his partnership with Coca‑Cola reflects both the power and pressure that come with global fame.
