BTS’ V Criticised for Partnering With Coca-Cola Despite BDS Boycott

V (Kim Taehyung) from BTS just landed the endorsement of Coke Zero to be its global ambassador in South Korea. But the announcement on July 31 didn’t make any impact, to the surprise of fans. The campaign quickly became the target of boycott activists who used the title song #BestCokeEver and released a controversial statement regarding BTS member.

Kim Taehyung Bts coca cola ad arirang 2024

Activists are pressuring BTS member to boycott the campaign for the role of Coke Zero, especially when a Hybe Label does not boycott Israeli companies at the height of the genocide in Gaza. Members earned its place on the Boycott, Divestment and Sanctions (BDS) list. The new advertisement is first announced on July 31 and set to have a visual concept shot by “powerful and fresh”.

In the photo provided, all eyes were on member V as the current replacement of the female idol group, NewJeans. It’s not uncommon for K-pop stars to have their name associated with the product as major celebrities are often using their position to promote certain goods or services, but this particular issue has now become the basis of protest among anti-Israeli activists as well as ARMYs.

On social media, it has now become the current topic of “controversy” among fans as there is no official word from the agencies on the K-pop community.

Prior to the new reveal, BTS and its leader RM were one of the voices who have been making public statements in solidarity with the Asian hate movement, including the Black Lives Matter (BLM) movement in the United States of America. On many occasions, BTS and Big Hit Labels as a whole have a close track with political and social statements due to their indirect actions when it comes to news.

For some time, many ARMYs are now starting to protest the endorsement of one of their members, especially since BTS and the management company have yet to make a public statement and to have a side of support of Palestine and the humanitarian crisis at the moment in Gaza.

In the past, V has already received smaller boycotts from a social media post from last year in July where he mentioned and posted a photo of his McDonald’s fries on July 9, 2023. As a global brand, McDonald’s like others were targeted by Israeli occupation and business, including other companies such as Heineken as it was being an “embassy” supporting Israel, especially during the war.

NewJeans Bts v Coca-Cola ad

In a new similar case, fans of V have expressed their disappointment over the chosen brand to represent its ambassador in which the image of BTS could no longer be displayed. As such, online social media platforms have caught on with many starting boycott campaigns to boycott Coke or boycott V from the products.

A trending message was read as “Dear Taehyung BTS, Coca Cola has been operating on the stolen land of the Palestinians, some of whom are you. Please don’t work with and promote its products. Please educate yourself. Cancel the endorsement and stand with humanity.”

Following the boycott campaigns of “Coca-Cola’s ongoing operations in illegal Israeli settlements and elsewhere on stolen Palestinian land” some media have started to pay attention on the K-pop idol group. The international community was alerted when Coca-Cola Bangladesh denied that the company had direct or indirect ownership of Israel. “We will continue to do business here because we love Bangladesh. We have nothing to do with Israel,” the brand announced.

As a company that did establish ties with Israel, there are reports that state that the global corporation in the drinks industry has committed to operating in several illegal settlements in the name of Israel. The information gathered by WhoProfits, an Israel/Occupied Territories-based research center documenting corporate involvement in the Israeli occupation, states that Coca-Cola Israel operated in the Atarot Settlement Industrial Zone on August 2, 2024.

“Tabor Winery has been found to source its grapes from the occupied West Bank and the Syrian Golan Heights.” This has made Coca-Cola a frequent target of boycott actions, including among pro-Palestine activists. The company has been a frequent target of calls to boycott from BDS.

Tae “V” Kim Eating McDonald’s

All over social media, V’s recent actions have received many criticisms and hate comments on how the endorsement happened at “height of the genocide in Gaza.” “STOP BOYCOTT V PROMOTING COKE #boycottv #BLACKOUTCOKE. AVOID BUYING THEIR PRODUCTS. DON’T BUY FROM #BOYCOTTHERESOCHEME SPONSORED BRANDS SO DONT BUY V COKE. ITS ENOUGH BOYCOTTING” a fan read.

Many are now expecting for the idol to take a more concrete stand and at least have some form of endorsement in support of the Palestinian’s when it comes to the humanitarian crisis Gaza as people have lost many lives while children are stuck in hunger and death.