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BTS' Kim Taehyung, who is known by his stage name V, became the brand ambassador for the Busan-based beverage brand Compose Coffee in December 2023. On September 13, 2024, Insight reported that Compose Coffee gained over 15 million app subscribers to date since the BTS singer became the face.
Since the app's official launch in 2021, the number of users of the app increased from 3 million to 6 million in 2022, 10 million in December 2023, and more than 15 million by September 2024.
Fans were enthralled by the announcement and lauded the Love Me Again singer-songwriter for his global impact. One fan wrote on X:
"The KIM TAEHYUNG effect"
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The BTS ARMY underscored how Compose Coffee app subscribers and sales skyrocketed once V signed the endorsement deal.
"Taehyung is increasing sales, increasing subscribers, increasing brand value I mean I have not seen anyone have this much impact," one fan wrote.
"Wow! His impact is insane," another fan added.
"My king is doing it again! Undeniably the best ambassador of all!" one other fan lauded V.
Others lauded his insane "selling power" and claimed that in terms of global popularity, only a few come close to him.
"I’m still hoping they open a cafe here in Manila. The cupsleeves are expensive if coming all the way from Korea," one fan said.
"From Instagram to Compose Coffee's app Taehyung really has no competition. No one can beat him in the popularity game. KTH so proud of you," another fan added.
"Kim Taehyung Impact, influence and the craze!!! Nobody can beat his existence in the 21st century, he's selling power insane!! Can't believe we are living at the same time as V!! Love you Taehyung," another fan said.
More about Kim Taehyung's impact on Compose Coffee's increased sales and popularity
The impact of BTS' V's partnership with Compose Coffee goes beyond awareness and has caused an incredible increase in sales by January 2024. The coffee brand dropped several official video ad campaigns of the Layover singer-songwriter brewing a cup of coffee.
Compose Coffee reported that in only two days after the campaign release, the brand saw a 72% increase in Citron Tea (Yuja Cha) sales. Furthermore, within 10 days of his ambassadorship announcement, the app gained up to 12 million new subscribers.
Compared to 2022, the idol's brand endorsement news spiked sales, underscoring the significant impact V has had on influencing customer preferences and engagement. Currently, Compose Coffee operates over 2,400 outlets across South Korea and is the fourth-largest coffee brand after Ediya Coffee, Paris Baguette, and Mega Coffee.
In other news, BTS' V has been serving in the Special Duty Team (SDT) unit in the Republic of Korea Army since December 2023. He is set to return from his mandatory enlistment in June 2025 and resume group activities.
