Kim Taehyung, aka BTS’ V, is once again at the center of a global fandom debate—this time over a cola. A day after fellow member Jungkook was slammed for sipping Starbucks, Taehyung’s new ad campaign for Coke Zero Korea sparked outrage among international ARMYs.

The campaign, launched by Coca-Cola Korea and handled by LG Household & Health Care, made V the new brand ambassador, replacing HYBE juniors NewJeans. Korean fans celebrated the news, but internationally, many were left disappointed. Why? The Coca-Cola brand has long been associated with the BDS (Boycott, Divestment, Sanctions) movement for its operations in Israel—an issue that has polarised fans.

Although Coca-Cola is not Israeli-owned and does not directly fund military activities, it still operates in the region, making it a boycott target for pro-Palestinian supporters. Fans were quick to cite a 2024 ad from Bangladesh where Coca-Cola tried to address the boycott but ended up pulling it after backlash. The resurfacing of that ad added fuel to the fire.

 

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Still, not everyone is angry. Some fans pointed out that Coca-Cola Korea functions independently of its global parent company and that Taehyung, as a South Korean citizen, isn’t obligated to align with international political sentiments. One fan posted, “Even if it supports them, why does it matter? Tae is Korean, not Palestinian or Israeli.”

Others went a step further, defending V’s track record of charitable work and noting that he has likely donated anonymously to causes like Gaza in the past. “He’s done more for people quietly than most influencers screaming on social media,” one fan argued.

Meanwhile, the criticism mirrors the recent trolling of Jungkook for simply being spotted with Starbucks—another boycott-listed brand.

Neither V nor HYBE has issued a statement. For now, the backlash remains limited to social media platforms, where opinions remain deeply split.

As BTS readies its comeback in 2026 after completing military service, fans hope the group’s brand choices won’t overshadow the music. Until then, the ARMY remains divided, sipping opinions one comment thread at a time.