V’s Latest Endorsement Sparks Hashtag Campaigns for Boycott

Amid the humanitarian crisis in Gaza, BTS’ V, whose real name is Kim Taehyung, has been heavily criticized for becoming the global spokesperson of Coca-Cola Zero in South Korea.

On July 31, Kim Taehyung’s contract was renewed as the new face of Coca-Cola Zero in a report. As the drinks company began their ad campaign this year with the hashtag #BestCokeEver, the formal event that revealed Kim Taehyung’s contract renewal was released with a stunning visual and reveal.

The international fans of BTS, ARMY, have been outraged by the Korean idol as the decision is considered “tone deaf” and “deeply disappointing” while there is a genocide in Gaza, and the soft drink company is on the BDS list.

In recent days, as BTS faced flak over not addressing the ongoing genocide in Gaza, ARMY pointed out that Kim Taehyung is already silently taking sides by not speaking out on the issue while being a spokesperson for Coca-Cola.

In a recent Instagram post, Kim Taehyung can be seen replacing his label mates, the K-pop girl group NewJeans, as the ambassador for Coca-Cola’s flagship soda brand, Zero. This is where the controversy begins.

This advertising partnership is not shocking by itself since many Korean celebrities are spokespersons for several global brands in various commercials and campaigns every year. However, the ad has become a major trending topic in online communities in South Korea as well as internationally, with several ARMY members calling out Kim Taehyung.

On previous occasions, V had drawn attention with the decision to post some McDonald’s fries on social media. In this case, both brands are internationally recognized, and they have been involved in activism and business relations around Israel, the Israeli-occupied territories, and Palestine.

As an idol, many netizens feel that V has crossed a line this time by becoming the ambassador for Coca-Cola with no apparent message or commentary on the current world issue.

The Public Persona vs The Ambassador Role

In early July 2024, the social media accounts for BTS were reported as bombarded by ARMY, who had been deeply disappointed in the group’s inaction on the Gaza conflict that had raged in the region since last year.

The K-pop group’s inactivity over Israel and Palestine has created a spark in BTS fans who were highly active in supporting the pro-Palestine movement during the military aggression in May 2021. But despite the raised awareness and voice in 2021, BTS has seemingly not talked or publicly shown support or concern for Palestine or the conflict in recent years.

Coca-Cola has also come under fire for previous statements denying any ties to Israel in April of 2024, as the company released a print ad in a Bangladeshi newspaper where they refuted the claims.

The corporation even went on to clarify in a response that they had “never had a presence in the state of Israel,l” only to be met with backlash from pro-Palestine activists and organizations that argue the brand has an office in Israeli-occupied territories.

BDS Watchdog Groups, such as WhoProfits, have also reported Coca-Cola Israel’s continuous presence in the Atarot Settlement Industrial Zone located in East Jerusalem, which is illegal under International law. In addition, their Tabor Winery in the occupied West Bank and the Syrian Golan Heights has been found guilty of sourcing grapes from both territories.

As the reports by WhoProfits and other sources argue, these accounts have made Coca-Cola a frequent subject for boycott by pro-Palestine activists, as Kim Taehyung will now serve as an ambassador for them.

Fans have been posting messages on the app to try and dissuade Taehyung and BTS from dropping the promotion. In particular, one post calling for BTS V to remove his Coca-Cola sponsorship and cut ties with the brand has been circulating and trending online.

“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 quick to voice their shock and criticisms of the idol, as the community has been highly politicized and interested in international affairs over the years.

As the advertisement makes a bold claim on the best Coca-Cola experience to come this summer, Coca-Cola is being met with a #BoycottCocaCola and a lot of controversy. Whether it will stop the campaign is to be seen, as the song and visuals have not been released yet.