Kim Taehyung, aka BTS’ V, may have left his global fandom split after his latest brand collab, one many argue could’ve easily been skipped. The K-pop star was recently unveiled as the new face of Coke Zero in South Korea, replacing HYBE labelmates NewJeans in a campaign by Coca-Cola Korea, handled by LG Household & Health Care. While his new role was cheered by fans at home, a chunk of the global ARMY wasn’t sold. Here’s why.
BTS’ V recent brand collab leaves fans disappointed
The brand is reportedly listed under the BDS (Boycott, Divestment, Sanctions) movement for allegedly supporting Israel. While its ties to the country are complicated, being a non-Israeli-owned company with no connection to military funding, the brand has still drawn flak for operating in the region. Fans were quick to point out that Coca-Cola has been on the boycott radar for a while. Some even resurfaced a 2024 ad campaign from Bangladesh where the brand awkwardly tried to clear its name in the controversy. The ad was pulled after backlash, with many calling it insensitive. Still, some fans jumped in to defend the Singularity crooner, saying that the Korean branch runs independently and has no ties to the global parent company. Others shrugged off the criticism entirely, saying, “Even if it does support, we don’t care. Tae doesn’t belong to Palestine or Israel—he’s a citizen of South Korea. What he does is nobody’s business. Don’t drag politics into this. Half the world’s in a silent war anyway.” That said, several idols have been called out in the past for promoting the brand, and many believe Taehyung could have avoided this one.
@BTS_twt taehyung, i urge you and your members to stop promoting coca-cola, a huge brand that is actively funding the genocide of Palestinians and their children in palestine. this company is also on the BDS priority boycott list. 🔗 https://t.co/MSUg1YiP7Y pic.twitter.com/CXYEMNgXci
— maro ᰔ🔻FREE PALESTINE (@admirerOx) July 30, 2025
Every BTS member is known for making generous donations towards social causes, and V is no different. In the past, the singer has quietly made huge donations to social causes, and many believe he may have donated for kids in Gaza as well. And so, the latest move caused confusion among fans. His newest collaboration struck a nerve with those who believe idols shouldn’t endorse brands that are being boycotted over human rights issues. Just a day before, Jungkook caught flak for being spotted with Starbucks, another name on the boycott list. So far, neither V nor his agency has made any public statement addressing the backlash.
On the work front, BTS is gearing up for a spring comeback in 2026. All seven members, V, Jimin, Jungkook, Suga, RM, Jin, and J-Hope, reunited in June 2025 after serving 18 months in the military under South Korea’s mandatory program. The septet is currently in the US working on new music.
