BTS Members’ New Endorsement Contradicts Past Social Justice Stance

On July 31, HYBE labelmate V was announced as the new face of Coke Zero, South Korea’s leading no-sugar cola. While endorsements of popular drinks like Coke Zero and Pepsi are routine for Korean celebrities, the BTS member is now facing strong backlash for his partnership during the Israeli genocide in Gaza and Coca-Cola’s inclusion in the Boycott, Divestment and Sanctions (BDS) list.

As part of Coca-Cola Korea’s new campaign under the hashtag #BestCokeEver, the new commercial was dropped on the same day with a striking visual and big reveal: V has replaced his fellow HYBE label mates, the girl group NewJeans, as the brand’s new ambassador.

The BTS member has previously faced backlash for promoting other controversial brands, including McDonald’s, another Western global conglomerate with a history of supporting and profiting from the Israeli-occupied territories. However, the recent criticism is much greater in scale as fans slam the Vx0 partnership as “tone deaf” and “deeply disappointing” in a time of genocide in Gaza.

Support for Social Issues, but Silence on Gaza

Coca-Cola Korea had big plans with V as the new Coke Zero Zero ambassador, and just hours after the big reveal, BTS members’ choice to be associated with the brand has become a political lightning rod.

The group has come under fire in recent years for appearing to contradict their messages and portrayals as socially conscious idols by staying silent on the Israel-Gaza war. For instance, BTS members have made statements in the past about discrimination against Asians and have even shared a poster in support of Black Lives Matter and posted songs from black artists in solidarity.

However, when it comes to publicly and directly taking a stand for Gaza, it’s a different story. This disconnect between BTS’s message and behavior has once again been brought into the spotlight by V’s partnership with Coca-Cola, as fans claim his endorsement and use of its products in their upcoming content is “morally questionable” and “shameful.”

In the past, V has made controversial choices when it comes to his brand endorsements, particularly those that carry negative connotations related to Israel. In December 2023, he was heavily criticized for an old photo he shared of McDonald’s fries with the caption, “Eat first, then sleep,” a year ago. For many ARMYs, it feels like two steps back from the socially conscious branding that BTS as a whole has been working so hard to build.

Coca-Cola’s Involvement in Israeli-Occupied Territories

Coca-Cola’s role and complicity in Israel’s occupation of Palestine were not the company’s first public statements on Israel since the genocide in Gaza began. Earlier in July 2024, in what was quickly recognized as an apology of sorts by the brand, Coca-Cola Bangladesh released a commercial that explicitly denied ties to Israel or its settlements.

“Dear Consumers, Coca-Cola never operated in Israel or its occupied territories. Any claim to the contrary is categorically false,” the company said.

Activists in Bangladesh were quick to point out that the brand had more than falsely denied such a relationship, as Coca-Cola Israel is well-documented as having active facilities and operations within illegal settlements. According to WhoProfits, a research center that documents corporate involvement in the Israeli occupation of Palestinian territory, Coca-Cola Israel has two active bottling facilities, one in the Atarot Settlement Industrial Zone and another in Mishor Adumim Industrial Zone, both in occupied Jerusalem.

Furthermore, Coca-Cola Tabor Winery, another Israeli brand under the Coca-Cola umbrella, has reportedly used grapes from both the occupied West Bank and the Syrian Golan Heights. These accusations have made Coca-Cola a consistent target of BDS and pro-Palestine activists.

Responses to V’s Endorsement

Fans’ immediate and strong responses to the announcement quickly overwhelmed social media, especially on international platforms, as foreign ARMYs and pro-Palestine activists began to weigh in. Hashtags trending in Korea, such as “#ARMYBoycottCoke” and “#Vx0”, have seen fans particularly piling on to V’s personal Instagram to express their frustrations.

In a now-viral letter, one user addressed V directly with a long list of complaints and accusations and ended with a request to “cancel the endorsement and stand with humanity.”

“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.”

The ARMYs who continue to call for a boycott on Coca-Cola and V for his collaboration have been met with questions and demands by those who believe V, BTS, or other Korean celebrities should be taking a stance and speaking out on the Israel-Gaza war, or face losing fans and support.

BTS and the Boycott Movement

The boycott of V and his endorsement of Coca-Cola has opened up a Pandora’s box of debate around BTS as a group, as the BTS Army has been a notable absence from the movement calling for Korean artists to speak out and take sides.

The global community of BTS fans is now being met with questions and accusations by pro-Palestine activists of why there has been no boycott of BTS if they have been silent, or what other actions ARMYs are willing to take to show their support and solidarity.