- calendar_today August 23, 2025
BTS’ Moral Image Questioned After V’s Controversial Endorsement
BTS‘ Taehyung, also known as V, is facing accusations of supporting genocide due to his recent campaign with Coca-Cola Zero in South Korea. He became the face of the global brand after replacing the girl group NewJeans in their recent campaign under the hashtag #BestCokeEver.
The campaign was first unveiled on July 31 as part of Coca-Cola Korea’s latest lineup of promotions for the company. While celebrity endorsements with major brands are nothing out of the norm, the new image of V has sparked a new level of backlash from netizens around the world due to its timing and BTS’s prior public image of supporting activism.
Fans Claim BTS Ignored Their Values and the BTS Members’ History with Activism
In the past, BTS members have spoken about their identity as Asians and what they’ve had to endure as a result of discrimination. The group has also made public gestures in support of social justice movements like Black Lives Matter.
The group’s biggest disparity, though, is that they have not made any public comments or gestures in support of Gaza and the genocide that Israel has been accused of perpetrating in the region for the past two months. These claims have drawn significant attention to V’s decision to be involved with Coca-Cola, which is one of the many international brands that have been named on the BDS list for their actions in Israel-occupied Palestine.
The increased attention has caused netizens to point to past controversies V has had with other brands, including when he posted a photo of McDonald’s fries last year. These comments were met with backlash by ARMYs because McDonald’s is also accused of participating in genocide in Israel.
Netizens also point to other historical actions taken by the Coca-Cola company that have led to it being included on the BDS list. In 2024, the company released an ad in Bangladesh where they stated that they did not have any ties to Israel.
The advertisement was met with pushback as activists pointed out that the Coca-Cola company has operations in illegal Israeli settlements that it still operates out of to this day.
Coca-Cola’s Relationship with Illegal Israeli Settlements
As WhoProfits states in their more in-depth analysis of Coca-Cola’s ties to illegal Israeli settlements, Coca-Cola Israel is based out of an industrial zone known as the Atarot Settlement Industrial Zone, which is located “in Area C (Judea and Samaria),” which has been designated as an illegal settlement.
Activists have also cited other direct actions by Coca-Cola that indicate support for Israel. According to the same article, the company has been operating out of the Tabor Winery, where they “purchase grapes from farmers in the occupied West Bank and the Syrian Golan Heights, as well as from Israel.”
As a result, Coca-Cola has become a popular target for boycotts among pro-Palestine and BDS activists in recent years.
Fans are Furious at V for Involvement With Coca-Cola
Fans are now calling on other netizens to boycott the company and are actively shaming V for his involvement. Tweets and Instagram posts are highlighting his involvement, and many have called on the singer to “cancel” the Coca-Cola endorsement.
One such tweet that has been reposted numerous times read:
“Dear Taehyung BTS, Coca Cola has been operating on the stolen land of the Palestinians, some of whom are your ARMY. Please don’t work with and promote its products. Please educate yourself. Cancel the endorsement and stand with humanity.”
Fans are not just calling on V to cancel the deal, but are also upset with the entire BTS group for their silence in the past regarding Gaza and the current humanitarian crisis.
It is very difficult to predict at this point what the outcome will be as the news cycle continues to develop over the next few days, and BTS members have not publicly responded.
