BTS’ Kim Taehyung, better known by his stage name V, is facing a wave of backlash after being announced as the new face of Coca-Cola Zero in South Korea — a move many are calling “tone deaf” and “deeply disappointing” in light of Israel’s ongoing genocide in Gaza and the brand’s inclusion on the BDS list.
The campaign, part of Coca-Cola Korea’s latest promotional blitz tagged #BestCokeEver, launched on July 31 with flashy visuals and a major reveal: V replacing his HYBE label mates NewJeans as the brand’s ambassador.
What’s fuelling the outrage is not just the endorsement itself, but BTS’ long-standing reputation. Members of the group have been vocal about discrimination against Asians and supportive of the Black Lives Matter movement. Yet when it comes to Gaza, the group has been largely silent.
That V, who was called out a year ago for posting a random photo of McDonald’s fries, is now associating himself with Coca-Cola, a brand repeatedly accused of profiting from and operating in Israeli-occupied territories, feels like a betrayal and contradiction to the morally upright and politically correct image BTS has carved for itself.
The anger online has been swift and loud.
Fans are not only revisiting Coca-Cola’s widely-criticised 2024 ad in Bangladesh (in which the company denied having ties to Israel), but also reminding the public that Coca-Cola Israel is known to operate facilities in illegal settlements, specifically in the Atarot Settlement Industrial Zone, and that its Tabor Winery sources grapes from occupied West Bank and Syrian Golan territories.
These claims were highlighted in reports by WhoProfits, a research centre monitoring corporate involvement in the Israeli occupation.
One widely shared message read, “Dear Taehyung BTS, Coca Cola has been operating on the stolen land of the Palestinians, some of whom are your ARMYs. Please don’t work with and promote its products. Please educate yourself. Cancel the endorsement and stand with humanity.”
A user recalled that a Palestinian fan had dug out a photo-card of V from the ruins of a building destroyed in Israel’s assault on Gaza, which initially surfaced in 2023, when V posted a photo of McDonald’s fries.
While criticism mounted, some fans jumped to V’s defence, pointing out that Coca-Cola Korea is managed independently by LG Household & Health Care — a Korean company that has handled production, marketing, and operations since 2007.
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They argue that local revenues remain within the Korean economy and are not sent to the US-based parent company or its Israeli branches.
Still, the ethical divide remains. Coca-Cola’s brand, no matter the regional operations, is seen as intrinsically linked to a larger corporate structure with a problematic global footprint.
A fan shared that although they loved V with all their heart, they are heartbroken by the things he’s doing.
V also shared a photo of fellow BTS member Jungkook with a can of Coke on his Instagram, which also became the subject of debate.
Adding fuel to the fire, just a day before V’s Coke campaign dropped, Jungkook was spotted holding a Starbucks drink — another brand deeply scrutinised for its alleged ties to Israel. Fans expressed exhaustion, stating that being a fan of K-pop idols shouldn’t feel like an exercise in constant damage control.
Coca-Cola’s entanglement in boycott movements isn’t new. Since Israel’s escalation of violence in Gaza in 2023, the company has experienced slumping sales in Muslim-majority countries.
In early 2024, they launched a 60-second ad campaign in Bangladesh, attempting to refute what they labelled “misinformation” about their ties to Israel. But the move largely backfired, with many calling it an act of desperation rather than transparency.
What makes V’s partnership with the company feel even more jarring to fans is the fact that he has previously shown empathy towards Palestinian children, including a donation made to Save the Children to support Gaza.
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But when you are one of the most powerful public figures on Earth, a single donation doesn’t cut it. With a fandom built on values of empathy and justice, your choices carry weight and at a time when artists across industries are being urged to use their platforms responsibly, silence is increasingly seen as complicity, and endorsements, a form of political speech.
As calls for accountability grow louder, perhaps the bigger question isn’t just about V or BTS — but about the power and responsibility of celebrity influence in a time of global injustice. The world is watching, and it’s no longer enough to just sing about love, hope, and peace — people want their idols to put their money where their mouth is.
