BTS' V, aka Kim Taehyung, has catapulted an explosive growth of Compose Coffee's app. According to reports published on September 17, 2025, by South Korean media outlet STARNEWS, the platform has now crossed a cumulative 17,589,812 subscribers.The huge number equals 1 in 3 South Koreans (approx. 51.75 million people) and 60% of the country's economically active population (approx. 29.36 million). The app itself officially launched in February 2021, designed to meet the demand for contactless ordering and faster pickup times.At its launch, subscriptions stood at 3 million, but growth accelerated significantly after Taehyung became the face of the brand. Since V became the brand's promotional model, 8.3 million new users joined, as per the report. This surge is now widely being described by South Korean media such as STARNEWS, Sports Donga, and Sports Seoul as the "V Effect."As this news circulated online, fans also celebrated the achievement, praising V's impact on consumer behavior. Their reactions reflected admiration for the idol's impact, pride in his achievements, and excitement for the brand's continued success with him. Phrases like "V FOR COMPOSE COFFEE" and "COMPOSE COFFEE MODEL V" and hashtags like "#TaehyungxComposeCoffee" and "#VxComposeCoffee" started trending on X."The most influential star ever Kim Taehyung !! V FOR COMPOSE COFFEE COMPOSE COFFEE MODEL V #TaehyungxComposeCoffee #VxComposeCoffee," one fan commented.KIM TAEHYUNG Icon of an Era BTS V #KimTaehyung @irina16181LINKThe most influential star ever Kim Taehyung !!V FOR COMPOSE COFFEECOMPOSE COFFEE MODEL V#TaehyungxComposeCoffee#VxComposeCoffeeFollowing the announcement of Compose Coffee's record-breaking app growth, fans took to social media to celebrate BTS' V's influence. Many highlighted how his role as a promotional model fueled the surge in subscribers, proudly pointing to the so-called "V Effect."Taetae @Taj503LINKOne-third of the nation is on the Compose Coffee app?! That’s the V Effect in full force 🔥 So proud of our boy! 💜☕Compose Coffee model VCOMPOSE COFFEE MODEL V#TaehyungxComposeCoffeeVall_Ⓥ💜(fanAccount) @95VallengLINKGosh...Kim Taehyung is trully the genius perfect model with more incredible talents.Compose Coffee model VCOMPOSE COFFEE MODEL V#TaehyungxComposeCoffeeWandering Shadow @shadow_twtsLINKCompose Coffee, featuring @BTS_twt V as its promotional model, is experiencing explosive growth in its app subscribers. In short, it's the "V Effect."- Subscribers have grown rapidly, currently reaching 17.5M.- 8.3M new subscribers flocked to the app following V's selection.Fans and netizens voiced their admiration for BTS' V. Many praised his influence, while others emphasized how the milestone exemplified the enduring "V Effect," even during his military service. Their comments reflected both pride in his impact and recognition of his role as the driving force behind the brand's explosive growth.🐯🐰태국잼💜💚 @Ladyjham30LINKKim Taehyung's power no one will beat it rather than himself.💪🏻💪🏻Deepa @sasd10000LINKWe take this statement lightly "This is an astonishing number, with one in three Koreans using the app and 60% of the economically active population. " It's astonishing and offcourse v effectBTS V Girl 💜 @KTHDreamerGirlLINKThe “V Effect” is real! Even during his military service, Taehyung’s impact is huge 17.59M subscribers and growing! Proud of his authentic connection with fans and Compose Coffee 💜#TaehyungxComposeCoffeeBTS' Taehyung fuels surge in Compose Coffee app subscribersBTS' V was announced as Compose Coffee's promotional model on December 20, 2023, shortly before beginning his military enlistment. He had already filmed a commercial video in advance, prior to his enlistment, that was released after the announcement.The response was immediate, with Compose Coffee app subscriptions rising rapidly, as per STARNEWS. By December 23, 2023, cumulative subscribers reached 9.3 million, climbing to 10 million on December 29. On September 13, 2024, the app surpassed 15 million users before reaching the current 17.59 million milestone.Following Taehyung's discharge from military service, Compose Coffee launched an aggressive campaign. On August 11, 2025, Compose Coffee released 3 new drinks as part of its 'VCOMPOSED' lineup, developed in collaboration with its exclusive model, Taehyung. View this post on Instagram Instagram PostThe collection was introduced with the concept of "a cup composed by V," reflecting his artistic and musical sensibility. The lineup featured Rich Allegro, Yuja Staccato, and Dolce Serenade, each crafted to capture a different facet of V's persona.The promotional videos of the campaign, released on social media, conveyed V's signature aura while emphasizing the comfort and relaxation associated with coffee. As of September 17, 2025, four commercial videos had amassed more than 50 million cumulative views only on Instagram.As per the report by STARNEWS, the brand noted that the campaign attracted a surge of Gen Z female customers. It also boosted repeat visits and app-based purchase conversion rates. As per the outlet, these results indicated that V's influence directly translated into customer loyalty and increased usage.Alongside digital success, Compose Coffee also celebrated opening its 3,000th franchise store nationwide on September 15, as per the report. The company emphasized that its collaboration with V not only fueled app growth but also reinforced its market dominance and brand strength.On September 14, 2025, BTS' Taehyung achieved a historic milestone by becoming the first K-pop idol to win the "Best Solo" category at the 2025 iMBC Awards. The category, determined solely through fan voting, saw V take the title with 41.44% of the votes.