Compose Coffee eyes long-term collaboration with BTS’ Taehyung after campaign shatters records with massive Gen Z appeal and surging demands

BTS’ V, aka Kim Taehyung’s, endorsement ties with South Korean coffee franchise Compose Coffee hint at a promising future together following continuous growth. The BTS member and the brand began their partnership in December 2023. On June 9, 2025, according to Daily Hankooki, Compose Coffee shared their willingness to continue their ties with Kim Taehyung.

The company expressed their wish to take this collaboration beyond a one-time modeling deal to long-term plans due to the synergy the idol shares with the brand. As per the company, Kim Taehyung’s composed sensibility and his profound immersion in the moment helped the brand to convey their messages to the audience, including,

“comfort that lingers in a cup of coffee.”

One of the officials from the coffee brand, in a statement, mentioned,

“Just as V is an artist who has focused on one path called music, Compose Coffee has also focused solely on coffee for the past 10 years. I think our focus on accompanying them as partners in creating the identity of the Compose Coffee brand is what has resonated with consumers.”

As per the official, the advertisement campaign with BTS’ Kim Taehyung increased a large number of customers from Generation Z, notably female ones, showcasing their interest in Compose Coffee. Additionally, customer return rate and app-based purchase conversion rate have also seen crucial growth following the collaboration.

The official reportedly emphasized the possible increase in sales by building a loyal relationship with the customers through emotional marketing.

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Compose Coffee looks back on the success of the brand following collaboration with BTS’ Taehyung

Kim Taehyung, known for his strong social media presence with 66.9 million followers on Instagram and a fan following across the globe, has multiple brand deals up his sleeve. Besides Celine and Cartier, Kim Taehyung is the face of Compose Coffee, one of the largest coffee franchises in South Korea.

After his advertisement campaign with the coffee brand in December 2023, the number of new app users witnessed a significant rise of 400K within a month in January 2024. Additionally, Compose Coffee's social media presence also faced a change as the followers across different platforms expanded by over 180 percent.

The advertisement film video featuring BTS’ Kim Taehyung accumulated approximately 70 million cumulative views, receiving appreciation from fans. The advertisement film resulted in a complete sellout of products associated with V. Notably, the Layover singer contributed to the making of the ad film by suggesting ideas to the director, showcasing his creativity.

Additionally, keywords like ‘V Coffee’ and ‘V Goods’ saw an increase in the search frequencies, playing an important role in creating awareness about the brand among potential and new customers.

In other news, Kim Taehyung's highly anticipated military service conclusion will be marked on Tuesday, June 10, 2025, alongside Kim Namjoon. Additionally, the maknae of the group, Jungkook and Jimin, who were the final two members of the group to enlist in the military, are also anticipated to conclude on June 11, 2025.

The seven-member boy group is approaching their 12th debut anniversary on June 13, 2025. In celebration of the anniversary, the HYBE LABELS headquarters in Seoul has put a message for fans saying, “We are back.”

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Additionally, Suga will be the last member of BTS to return to civilian life on June 21, 2025.