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BTS' V also known as Kim Taehyung, is under fire on becoming the brand ambassador for Coca-Cola Korea. He has reportedly replaced NewJeans as the face of the company.
Ever since his latest endorsement deal, he has sparked a wide range of reactions from netizens who have traditionally swooned over his chiseled looks. Coca-Cola Korea dropped their advertisement on social media on July 30, 2025. The company also shared clips featuring the BTS artist on their Instagram stories.
However, a few online reports have suggested that the profits from the company are being sent to Israel, which has put Taehyung’s latest collaboration under fire.
The brand, on its part, has clarified on its official site that the allegations are false. It said:
“As a global company operating in 206 countries with diverse economic, political, and religious backgrounds, The Coca‑Cola Company does not support any country, government or policy, political or religious belief. In this context, the claim that Coca‑Cola's income is transferred to Israel is false.”
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Explaining the Coca-Cola controversy
The controversy arose after Coca-Cola collaborated with BTS’ V, making him brand ambassador. While his collaboration has received positive reactions from many of his fans, some criticized the move for the brand's alleged links to Israel.
Several posts on X are trending with the hashtags #BoycottCoke and #SpeakYourselfBTS, which have asked BTS’ V to cancel the collaboration, alleging that the company supports Israel. A post on X under the username @lilyoongid2 read:
“@BDSmovement endorses the boycott of Coca-Cola to pressure the company to end its complicity in Israel’s illegal occupation, apartheid & genocide in Palestine. #BoycottCoke#Taehyung, please educate yourself, cancel the endorsement & stand with humanity! #SpeakYourselfBTS”
One of the screenshots shared by the X user implicates that Coca-Cola Israel,
“operates a regional distribution centre and cooling houses in the [Israeli] Atarot Settlement Industrial zone.”
It added:
The company’s subsidiary, Tabor Winery, “produces wines from grapes sourced from vineyards located on occupied land in settlements in the West Bank and Syrian Golan.”
Another post on X said:
“Guys, don’t let your love for him as artist and a person make support complicit in funding genocide and the starvation of people of Gaza Lets set boundaries and morals high and not follow blindly.”
Despite online claims, there has been no record of donations by The Coca-Cola company to Israel. According to Coca Cola, it is a publicly traded company which shares trade on the New York Stock Exchange.
The collaboration also received some positive reactions.
“Imagine being a soda and waking up with more charisma than usual,” a user wrote.
“This announcement is crazy cos it just reminds you to keep going after what you want & you just might get a head way one day. They chased and waited for him for years and it finally happened,” another added.
“Such a great deal for both Tae and coke zero.. both of them getting richer with all these engagement,” someone else commented.
According to Koreaboo, speaking on his Coca-Cola collaboration with Eyes Magazine, BTS’ V said that it was “absolute best about working with” the company. He added that he believes that everyone would “support” the brand.
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