BTS star under fan fury for Coca-Cola deal amid Gaza boycott calls

Kim Taehyung, known globally as V of the K-pop sensation BTS, has ignited a significant backlash from his dedicated fanbase, ARMY, following the announcement of his new ambassadorship for Coca-Cola Zero in South Korea.

The controversy stems from Coca-Cola's ties to “Israel” and its inclusion on the Boycott, Divestment, Sanctions (BDS) movement's list.

Coca-Cola Korea announced V as the new face of Coca-Cola Zero on July 31, 2025, as part of their #BestCokeEver campaign, following his designation as a global ambassador on July 30, 2025.

While the brand aimed to leverage V's "timeless visuals and global influence" , the news quickly drew sharp criticism from a significant portion of the global ARMY, a nickname used by fans of the Korean boy band BTS.

Fans swiftly took to social media platforms like X (formerly Twitter) to voice their disappointment, urging V to reconsider the endorsement.

Posts highlighted Coca-Cola's presence on the BDS priority boycott list, with one fan stating, “#Taehyung, please educate yourself, cancel the endorsement & stand with humanity!”.

An "open letter" from ARMY to BTS emphasized, "Your silence and endorsement of boycotted brands such as Coca Cola...cannot continue".

The BDS movement, a Palestinian-led global nonviolent initiative, added Coca-Cola to its priority boycott list in November 2024 .

The core reason cited is Coca-Cola's operation through its exclusive “Israeli” franchisee, the Central Bottling Company (CBC), in Atarot, an “Israeli” settlement considered illegal under international law and built on land taken from Palestinians.

The BDS movement asserts that by operating there, Coca-Cola profits from “Israel's” occupation and apartheid regime. Increased anger also mounted after “Israeli” soldiers were photographed with Coke cans during the ongoing conflict.

The controversy has created a visible "division within the fandom". While some fans defend V, suggesting he may not have been fully aware of the political implications, others dismiss the criticism as imposing geopolitical expectations on entertainers.

Until now, neither V, his agency HYBE, nor Coca-Cola has issued an official statement addressing the backlash, and the campaign continues to run in South Korea.