COMPOSE Coffee, fronted by Kim Taehyung (V of BTS) as its promotional model, is experiencing unprecedented growth in mobile app subscriptions, a surge widely dubbed the “V Effect.”
According to data from the company’s official website, app subscriptions skyrocketed following Taehyung’s appointment as brand model in December 2023. At that time, COMPOSE Coffee had 9.3 million subscribers; today, the figure has surpassed 17.5 million.
This remarkable milestone means nearly one in three South Koreans—and around 60% of the nation’s economically active population—are app subscribers. Since Taehyung’s endorsement, over 8.3 million new users have joined, underscoring his immense power in shaping consumer behavior.
The COMPOSE Coffee app was first launched in February 2021 to cater to demand for contactless ordering and quick pickups, attracting 3 million users in its early months. Growth accelerated dramatically after Taehyung’s partnership: subscriptions crossed 10 million just nine days after his campaign launch and exceeded 15 million by September 2024.
To mark Taehyung’s recent return from military service, COMPOSE Coffee unveiled a fresh campaign with the slogan “Coffee, as Coffee Should Be,” along with a special V COMPOSED menu item. The campaign video—highlighting Taehyung’s signature warmth paired with the comfort of coffee—has already drawn over 50 million cumulative views as of September 2.
The campaign has also had a tangible business impact: COMPOSE Coffee reports higher revisit rates, stronger app-based purchase conversions, and a significant rise in Gen Z female customers. Analysts note that Taehyung’s appeal has not only amplified brand awareness but also translated directly into customer loyalty and sustained growth.
Further cementing its dominance in the market, COMPOSE Coffee celebrated the opening of its 3,000th franchise nationwide on September 15, reinforcing its status as one of Korea’s leading coffee chains.
With Taehyung at the center of its marketing strategy, industry watchers anticipate COMPOSE Coffee’s next chapter of expansion with keen interest.
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