From Activism to Silence: V Under Fire Over Coca-Cola Endorsement

BTS’ Taehyung, also known as V, has received backlash after he was recently named as the new face of the Coca-Cola Zero drinks in South Korea. The singer has been called out for promoting a company that has been on the BDS list, as well as during the crisis in Gaza, which has been labeled as a genocide by many.

The backlash followed the official announcement of the contract, on July 31, with the South Korean music company and Coca-Cola Korea taking to social media to reveal the face of their new campaign. The press release included some massive imagery, with V headlining the entire page as well as under a hashtag #BestCokeEver. The visuals also indicated the major point of the release: the 26-year-old would now be the new face of the company instead of the girl group NewJeans, from the same label, HYBE.

The role is currently his and has since made headlines around the world, with many already calling him out for his decision. Of course, there is no need to hold back when it comes to BTS or V, as their fanbase is some of the most loyal and passionate in the entire music industry. It does not take long for either of the musicians to become the subject of huge drama, often out of necessity.

What Comes First: Activism or Profit?

In this case, there has been a rather long gap between BTS’s and especially V’s, most recent political activity and their current promotion. The group has previously spoken about their support for multiple anti-racism and pro-justice movements, as well as having visited a Black Lives Matter mural in the past. They have also been involved in various forms of donation and support for the Black community, with one of their most notable charity acts being a donation to the Black Lives Matter movement as a whole.

However, when it comes to the ongoing crisis in the Gaza Strip and the conflict with Israel, there have been no such public signs of support. With the current marketing initiative coming from none other than Coca-Cola, a brand that has been repeatedly condemned for working and making a profit in occupied Israel, this new “tone-deaf” move from the BTS members has generated a new wave of calls for activism.

V had been in a similar position last year as well, albeit on a smaller scale. In July 2023, the singer had posted a photo on his Instagram feed, displaying McDonald’s fries with the caption “I did my worst.” The image of the 26-year-old’s plate, in addition to the worldwide burger chain, has also caused similar concern to his fans, as it is yet another company that has ties to Israel.

McDonald’s has long been a contentious issue among many anti-Israel or simply pro-Palestine fans due to the restaurant’s operation of its stores in illegally occupied land. Their next move is only to build further on the criticism from the previous year with the Coca-Cola Zero contract, which has amplified the outrage and led to even more heated responses to the singer.

A History of Controversy

The issues with Coke have always been one of the longstanding conflicts between the company and those who call for a boycott of Israel in any form. In fact, in 2024, the company itself made a huge controversy in Bangladesh when they claimed that they had no offices or operations in the Israeli state. However, when quickly pointed out by many on social media, there is factual proof that Coca-Cola Israel is operating in West Bank illegal settlements, taking the branding very literally.

One report from WhoProfits, an Israel-occupation research center and database, has stated that Coca-Cola Israel has operations located in a Settlement Industrial Zone called Atarot. This location has been heavily disputed since it was occupied by the Israeli state since the year 1967.

Coca-Cola’s Tabor Winery has also been a major target of activists as it sources grapes from the Occupied West Bank as well as the Occupied Syrian Golan Heights.

Tabor has become a widely boycotted company by pro-Palestine activists for its sponsorship; however, the major point of concern with V’s Coke Zero Endorsement has been the business’s links to illegal occupation.

Fans Demand Answers

The response from fans and audiences has not been easy on the K-pop artist and has since made headlines around the world. Social media has been buzzing with criticisms and calls for a boycott of the said soft drink company and the face of their newest campaign, V.

One fan of BTS posted their opinions, a rather strongly worded demand for the idol to cancel the contract. This includes not only direct comments towards Taehyung but also extends to the rest of BTS for their apparent silence on the issue.

“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.”

This is a clear message of the points that many other international ARMYs have been writing on their pages as well as sharing around social media. This time has been no exception, with very public criticism of V in particular, but also of the group as a whole.