BTS V’s 5 Million USD Brand Deal Hit With Scathing Backlash

Compose Coffee is moving forward with plans to re-sign BTS‘s V as its brand ambassador for a third consecutive year, but franchise owners are voicing serious concerns over who’s footing the bill.

According to reports from the food and beverage industry on June 22, Compose Coffee has sent franchise owners a consent vote on re-contracting V for the period of July 2026 through June 2027. If more than 50% of owners agree, the deal will proceed (as required under the 2023 Franchise Transaction Act).

The estimated advertising spend is approximately ₩7.35 billion KRW (about $4.81 million USD).

The cost-sharing arrangement is what’s fueling the backlash. Under the proposed contract, 40% of ad costs — roughly ₩2.94 billion KRW (about $1.92 million USD) — would be passed on to franchise owners, translating to about ₩80,000 KRW (about $52.30 USD) per store per month.

One owner even spoke against V directly.

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 added that some owners are even considering legal action, saying it’s “suffocating” to pay monthly fees for a celebrity endorsement they never asked for.

Franchise owners have also raised transparency concerns, requesting that the headquarters reveal which stores voted for or against the deal — a request Compose Coffee declined, citing potential conflict between store owners.

The company, for its part, says V’s involvement has “meaningfully boosted brand awareness and preference” and notes that the monthly per-store burden has been reduced by 11.3% compared to last year. The company also emphasized that it bears 60% of total ad costs, above industry standard.

This is the third year in a row that Compose Coffee has used V as its face, having spent ₩6.00 billion KRW (about $3.92 million USD) in 2024 and ₩10.0 billion KRW (about $6.54 million USD) in 2025.

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