BTS V Faces Backlash Over $5 Million Brand Deal

BTS’s V faces backlash as Compose Coffee plans third year as brand ambassador

Compose Coffee is pushing ahead to re-sign BTS’s V as its brand ambassador for a third straight year. But franchise owners are unhappy about who will pay the hefty advertising costs.

On June 22, reports revealed Compose Coffee sent franchise owners a consent vote to approve V’s contract from July 2026 to June 2027. The deal requires over 50% approval under the 2023 Franchise Transaction Act to move forward.

The total ad spend is estimated at ₩7.35 billion KRW (about $4.81 million USD). The controversy centers on the cost-sharing plan. Franchise owners would cover 40% of the ad budget — roughly ₩2.94 billion KRW (about $1.92 million USD). That breaks down to about ₩80,000 KRW (around $52.30 USD) per store each month.

One franchise owner spoke out against V’s impact:

Most owners feel zero BTS effect. If the advertising really worked and we felt V’s genuine love for the brand, the pushback wouldn’t be this strong.
— Franchise Owner

Another owner said some stores are considering legal action, calling it “suffocating” to pay monthly fees for a celebrity endorsement they never agreed to.

Franchisees also demanded transparency on which stores voted for or against the deal. Compose Coffee declined, citing potential conflicts among owners.

The company defended V’s role, saying his involvement has “meaningfully boosted brand awareness and preference.” They also highlighted that the monthly fee per store dropped 11.3% from last year and that Compose Coffee covers 60% of total ad costs — above the industry standard.

This will be V’s third consecutive year as Compose Coffee’s face. The brand spent ₩6.00 billion KRW (about $3.92 million USD) in 2024 and ₩10.0 billion KRW (about $6.54 million USD) in 2025 on his endorsements.