“Taehyung is competition for everyone”- Fans react as Ediya Coffee appoints their first model reportedly following BTS idol's impact on Compose Coffee

On Wednesday, October 9, the South Korean media outlet, Segye Ilbo, reported that BTS Taehyung's impact as Compose Coffee's brand ambassador influenced another South Korean coffee chain, Ediya Coffee, to hire their first model for their brand's promotions. Ediya Coffee announced their first-ever model, the South Korean actor, Byeon Woo-seok, in 23 years in the industry.

The news outlet that covered the same, Segye Ilbo, added that this followed the influence the BTS member made as the brand ambassador of Ediya Coffee's rival company, Compose Coffee. Last year, after Taehyung was appointed as Compose Coffee's brand ambassador, the company saw a 24% increase in its number of franchises, pumping from 1,901 to 2,361 in less than a year.

Following the same, fans were naturally thrilled and proud of the K-pop idol's impact. They talked about how the idol was not only excelling in fields outside the music industry but was also influencing brands that he wasn't directly involved with. Therefore, here are a few fan reactions to the latest news that landed on the internet:

"Taehyung is competition for everyone"

"Truly, this move into model advertising strategies from other coffee shops was predictable ever since then Tae is truly impressive" stated an X user

"taehyung be single handedly changing the coffee industry" said a fan on X

"I really love compose coffee ambassador. They did really promote his music too.. also pics were serene" commented a netizen

More fans talked about how they were impressed with the idol's reported recent impact on Ediya Coffee.

"This is what you call impact." stated an X user

"I still remember when Tae hyung was announced at the start of this year, that other coffee brand was the one who called an emergency meeting as they faced into a crisis" commented a fan

"One word ‘impact’ Kim Tae hyung" said a netizen on X

"How powerful you must be Kim Tae-hyung to not only make your brands have such a remarkable results with you being their model/brand ambassador, but inspire other brands, that were not planning to use the same strategies, go for it at the end" added a fan on X

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All you need to know about BTS' Taehyung's ambassadorship with Compose Coffee

In January 2024, BTS' Taehyung was named the brand ambassador of the South Korean coffee chain, Compose Company. Following the idol's endorsement, the company's app saw an immediate increase of 2.6 million new subscribers. As more and more promotional content of the idol with Compose Coffee rolled out, the company experienced other impressive impacts.

The company saw an increase of 72% in the sales of their Citron Tean in just two days following the idol's advertisement for the same. Seven months into Taehyung's ambassadorship with the coffee company, Jollibee Foods announced its plans to acquire Compose Coffee's majority stake as part of a global deal, with the company valued at $340 million.

It also ranked 2nd for the first time in its history in the coffee shop trend index ratings, and it bagged #1 on the real-time search ranking on South Korea's largest food delivery service, Baemin. Additionally, BTS' Taehyung also made history with his YouTube ads with Compose Coffee.

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He garnered 40 million viewers, which beat six people, such as ITZY, Sone Heung-min, etc., who previously held 3 million views as their record. Therefore, as the idol's impact on the coffee industry continues to rise, fans have been excitedly celebrating the same.