BTS’ V Faces Backlash for Brand Tied to Occupied Territories

BTS’ maknae, Taehyung, better known by his stage name V, has been making headlines, but for all the wrong reasons. The young starlet is facing outrage for his recent promotion with Coca-Cola Zero, which was announced on July 31. While BTS’ endorsements for well-known global brands have been par for the course, the recent one is drawing criticism from many who are saying that the whole deal is a “tone deaf” move at a time when genocide is ongoing in Gaza, and considering that the brand is on the BDS list.

The Deal Involving Coca-Cola Korea And BTS’ V

The official post on the company’s Twitter page announced the latest phase of the campaign with a unique hashtag — #BestCokeEver. Moreover, an elaborate setup featuring a reveal cover was also shared alongside the 28-year-old singer replacing his labelmates, NewJeans, as the new face of Coke.

Why Is BTS’ V’s Promotion With Coca-Cola Zero Getting Criticized?

While celebrities working with popular brands is common, it has become a source of controversy due to the artist’s history of activism and voicing his support for various social issues. Fans say that although BTS has made their opinions known when it comes to issues such as discrimination against Asians and voicing their support for BLM, the group has largely remained silent on the Gaza issue, and Taehyung’s latest step has irked many.

BTS member V has faced prior, but on a much smaller scale, similar outrage on social media due to his posts, with some users commenting that he is now endorsing a brand with a controversial past is a step too far. For example, V was criticized a year ago when he posted a picture on his social media of McDonald’s fries without a filter, and it was one of the fast-food chain’s first posts since the war.

Coca-Cola’s History Of Operating In Israeli-Occupied Territories

In 2024, the company’s advertisement in Bangladesh caused controversy when it made a statement denying that it had any relations with Israel. Activists refuted those statements by sharing information that Coca-Cola Israel had been identified in illegal settlements.

According to the WhoProfits center that tracks corporations and their role in the Israeli occupation, the Coca-Cola Israel plant is part of the Atarot Settlement Industrial Zone located in an area that is considered occupied under international law. The company’s Tabor Winery has also been sourcing grapes from occupied land in the West Bank and the Syrian Golan Heights.

Coca-Cola is often a target of boycotts for pro-Palestine activists and was featured on the BDS list in 2015. The BDS movement was created to fight against Israel’s occupation of Palestinian land and its apartheid laws, and it calls for boycotts in many areas, including music.

Fans, in particular international ARMYs, have been quick to voice their opinion on V’s move, with several accounts reposting the previous tweet alongside images and text, asking their fans to boycott the product and the artist for the deal. Some of the ARMYs are also sharing and tagging the artist’s management account on Twitter to express their thoughts about the incident.

“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 using this hashtag to air their grievances and demand a statement from the singer himself, in which they have asked him to take a stand for the ongoing human rights violations in Gaza.

BTS has also not shared any support for the region, and many fans are now asking for their boycott, too. A lot of ARMYs are also tagging the management’s account on social media in the hope of holding the artist and his group accountable for their actions.

Fans Aren’t Happy With BTS’ Silence On The Ongoing Humanitarian Crisis In Gaza

Fans have always taken to social media to vent their rage, but it seems like a bigger issue with the group, as some are saying that it is more than one instance and that both the artist and BTS are “complicit” in their silence on Gaza. Others are also asking him to post a picture of Coke cans with filters to show solidarity with Palestine.

Korean and non-Korean fans alike have also been sharing posts on social media to spread awareness, for example, by sharing their graphics or other relevant information about the Gaza humanitarian crisis and how the war is not just about the people who live in the region but also those living elsewhere.

Fans are also using the hashtag and putting in demands to show their discontent with BTS not just for the announcement, but in general for staying silent on the issue.

The Takeaway

The issue over BTS’ V’s promotion is making headlines and is set to gain more traction, with no official statements coming from either the singer or the company. However, one can see a wave of demands from fans for the K-pop idol to put an end to the partnership to boycott the brand.