Coca-Cola Partnership Puts V in Conflict With Human Rights Activists

V, also known as Kim Taehyung, is facing harsh backlash for becoming the face of Coca-Cola Zero in South Korea, especially with many people being outraged over the humanitarian crisis in Gaza. Furthermore, the multinational conglomerate had been on the BDS (Boycott, Divestment and Sanctions) list, making people strongly oppose V’s Coca-Cola endorsement, labeling it as “tone deaf” and “deeply disappointing”.

On July 31, the famous multinational beverage company Coca-Cola Korea launched its 2024 campaign with a teaser image and the hashtag #BestCokeEver. In the full announcement video, HYBE labelmates NewJeans (the girl group who became the brand’s global ambassador) were at first shown promoting Coca-Cola Zero but were soon replaced by V instead.

It is common for celebrities to endorse large and popular brands like Coca-Cola, but this one took a hot turn after netizens expressed their differing opinions on how it is associated with Israel.

Difference in Advocacy

BTS members have recently been promoting social justice and standing up for what is right. In the past, the members have been talking about discrimination against Asians and have also made some supportive gestures in favor of the BLM movement.

However, BTS members have yet to make a public statement about Gaza and have not spoken up or supported the humanitarian crisis that is taking place in the region, while their close friend and fellow HYBE labelmate, V, was caught promoting a brand like Coca-Cola.

It was not the first time V was called out for his advertisement choices that contradicted what he and his group had been supporting. In 2023, V posted a casual photo of his McDonald’s fries, which received backlash as well.

Some saw this endorsement as further removal from the global group’s advocacy.

Ongoing Controversies

The controversy surrounding V’s involvement with Coca-Cola as a brand is not the first of its kind, as the company’s history is quite colorful. Last year in 2024, it was revealed that Coca-Cola, who had issued an advertisement in Bangladesh, in which the brand denied having an active presence or investment in Israel. However, a statement made by BDSWatchIsrael quickly refuted their claims, as they cited that the multinational conglomerate owned a Coca-Cola Israel entity that was reported by WhoProfits to be operating and expanding in illegal Israeli settlements.

In their report, WhoProfits is a research center that provides research on Israeli corporations in the occupation. It said that Coca-Cola Israel, who has factories within the Atarot Settlement Industrial Zone in East Jerusalem, is “illegal under international law” and added, “In addition, the company’s Tabor Winery (owned by three partners, two of them Coca-Cola Israel partners) source grapes from the occupied West Bank and the Syrian Golan Heights.”

Coca-Cola is regularly being boycotted, and pro-Palestine activists are often the ones behind the numerous boycott campaigns. To have one of the most famous members of BTS currently making an advertisement for the brand is quite the opposite of what fans were expecting, considering the group’s great and famous advocacy for social justice.

Fan Boycotts

Fans, especially the international BTS ARMY, are not making any efforts to get V to stop his partnership with Coca-Cola, as netizens are speaking out against the endorsement, using hashtags, and urging for boycotts. One common message, which was being translated in tweets, says,

“Dear Taehyung, BTS, Coca Cola has been operating on the stolen land of the Palestinians, some of whom are your ARMY. Please don’t work with and promote its products. Please educate yourself. Cancel the endorsement and stand with humanity.”

Fans were especially disappointed that BTS themselves have not made a single comment to show support for Gaza. With such actions from its members, many fans are not only directing their anger at V but BTS as a group for not using their platform and voice to show their support for Gaza.

Endorsement Changes?

Endorsements are no longer simple advertisements, as people are more careful in choosing what brands they support. When it comes to celebrities, it is the same as with many fans expecting their idols to act according to their values and principles at all times and situations.

BTS has been known for being very real in their approach to being famous, and many fans also attribute this to their level of success. In V’s case, his association with Coca-Cola is not something he will be able to erase very easily.

As the boycott call for the Coca-Cola endorsement goes viral, it is unknown whether he and his team have issued a statement or will pull out from the marketing deal.