“Kim Taehyung's midas touch”- Fans react as BTS V’s influence drives Jollibee Group’s Q3 profits, adds 11.9 billion Won via Compose Coffee partnership

Compose Coffee, with BTS’ V as its ambassador, has generated significant gains for its parent brand, Jollibee Foods Corporation, adding approximately 11.9 billion KRW in profit during the third quarter of 2024.

This impressive boost, equivalent to around 500 million Philippine Pesos, was announced by Jollibee on November 13, as reported by Rappler.com. The rapid increase in profits is largely attributed to the rise in Compose Coffee’s sales, thanks to V’s influence on the brand.

Fans have praised Taehyung’s role in Compose Coffee's success, with one even calling it his:

"Midas touch,"

noting how everything he endorses seems to turn to gold.

Other fans have also deemed V to be the driving force behind this profit:

"Talk about real impact," a fan said.

"That’s insane I know the business world loves him," a fan claimed.

"Everything which taehyung touches becomes gold," another fan said.

Another set of fans made comments like:

"Taehyung's impact is unreal in everything he does," a fan expressed.

"No wonder he is the most sort after Brand Ambassador!" a fan exclaimed.

"Kim Taehyung made Compose Coffee evaluation so high that they got a deal of a lifetime. And now he is adding to Jollibee Group's earnings," a fan wrote.

---

Taehyung's appointment as Compose Coffee's ambassador drives profit to its parent company as well

BTS’ Taehyung was introduced as the global brand ambassador for Compose Coffee on December 19, 2023. The announcement came after his military enlistment, with a series of promotional advertisements set to mark Compose Coffee’s 10th anniversary in 2024.

These advertisements, filmed before V’s enlistment, were strategically released throughout the year to maximize impact. The partnership with V proved to be a major success for Compose Coffee, helping the South Korean coffee brand see record-breaking profits.

Founded in 2014, Compose Coffee is widely popular for offering high-quality beverages at affordable prices. With V's involvement, the brand saw a substantial boost not only in profit but also in in-store and app metrics.

A promotional video featuring V had achieved a remarkable 40 million views on YouTube, overshadowing other ambassadors like Son Heung-min and ITZY, whose combined views reached approximately three million.

This extensive reach led to over 2.9 million new app subscribers within days, eventually bringing the total to 15 million.

Furthermore, V's endorsement spurred significant sales increases, especially for specific products such as Citron Tea, which experienced a 72% sales surge in just two days.

His impact even extended indirectly to Jollibee Foods Corporation (JFC), the Filipino conglomerate behind Compose Coffee.

In a statement on November 12, JFC revealed that Compose Coffee played a crucial role in bolstering the company's third-quarter sales. Since V became ambassador, Compose Coffee’s footprint has expanded to over 2,580 stores, mainly in South Korea, with additional locations in Singapore.

The partnership’s success has prompted JFC to pursue a majority stake in Compose Coffee, now valued at approximately $340 million. Additionally, Compose Coffee recently hit the #1 spot on Baemin’s real-time search rankings and climbed second in the coffee shop trend index for the first time, cementing its growth trajectory.

Fans and media alike have praised Taehyung, as his influence has amplified the brand’s success and visibility, both domestically and internationally.