ARMYs Split Over V’s Coca-Cola Deal and Group’s Silence on Gaza

When rapper Kim Taehyung, more popularly known as V, was announced as the latest South Korean representative for Coca-Cola Zero, many netizens started to react negatively. The singer has taken part in a short and nationwide advertising campaign with the slogan “It’s the #BestCokeEver”, which was officially revealed on July 31.

V has been accused by fans and international organizations of “endorsing genocide” of Palestinians in Gaza since he is now Coca-Cola Zero’s face. They have started to boycott his brand deals since the singer’s recent involvement with the brand, as it was included on the Boycott, Divestment and Sanctions (BDS) list.

Fans were left speechless since BTS’ V has now been involved with this issue, since the group was pro-Palestinian from the beginning. He became the brand’s newest celebrity ambassador, displacing his in-house labelmates, the girl group NewJeans, in this exclusive opportunity.

Previously, global celebrities usually worked with large brands, such as food chains, as a regular job. The contract for endorsing the world’s most famous carbonated drink was his second mainstream business move in the beverage industry.

Trouble in Paradise: From Fighting Discrimination to Corporate Sponsorship

However, many global fans of BTS started to condemn the singer’s recent involvement, mostly from the international K-pop fan community ARMY. This is because BTS has not been vocal about the genocidal activities against Palestine in Gaza, despite its many brand deals in the last 10 years, like any other international mega-star.

The group has started to use its many business endeavors to protest against the discrimination of Asians, most of whom are from the East Asia region. Members have also shown public support for the BLM movement, both for its actions and symbolism.

In early May, BTS made public proclamations for BLM’s fight against racial discrimination and hate crimes against black people, after riots and protests happened in several countries due to the death of George Floyd.

The singer has also previously gotten into hot water with fans for participating in another global brand campaign. Last year, ARMYs also accused the singer of “liking genocide” for showing a picture of a McDonald’s fries snack in his Instagram post, after it was said that the fast food chain also has operations and business deals with Israel.

Why Coca-Cola was Taken Off the Boycott List

In a relatively recent update on July 17, 2024, it was said that Coca-Cola no longer has operations in the Israeli-occupied Palestinian territories, especially after their controversial advertisement that they “do not deal” with Israel.

Activists from several pro-Palestine communities immediately debunked the company’s statement by saying that “Coca-Cola Israel already has documented facilities and operations in illegal Israeli settlements in the occupied Palestinian West Bank.”

The international research organization called WhoProfits said that Coca-Cola Israel “operates out of the Atarot Settlement Industrial Zone.” In the source document, it was noted that the Tabor Winery has had a presence since 2013 and that the grapes that they use for their wine products come from the West Bank and from the Syrian Golan Heights.

Both places are also considered territories of Israel’s illegal occupation and annexation of Palestinian land.

Fan Outrage As It Looks Like BTS V Is Ignoring a Worldwide Humanitarian Crisis

Fans, especially international K-pop fans, have been furiously posting on various social media platforms as well as online platforms to both condemn and stop the star from continuing with the advertisement campaign.

Fans have called on V to boycott the global brand, and have also been using similar words from the same fan post that has been circulating for days on Instagram and other platforms.

“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.”

As such, fans have canceled V’s latest involvement with the brand, the center of all their posts, especially on their Instagram accounts and on Instagram Stories, as they asked him to “stand with Palestine.”

With the release of BTS’s latest 2024 comeback album, FLIGHT, LOG: ARRIVAL, the album seems like the center of this boycott, as many have used it to express their criticism.

Nonetheless, as their labelmates and the new global brand ambassadors, the girl group NewJeans has been able to actively promote the brand as planned. As of this article’s publication, the members, including V’s former co-lineage with NewJeans’ leader Hyein, have not released any official statements on the matter.

Stars In The Hot Seat: The New Reality Of Endorsements In The Global Spotlight

For a global star such as BTS and, by extension, V, a lot of fans take it personally when their perceived idols do not express their views and their support on humanitarian crises that they hear and see around the world.

Fans normally have a high expectation for how global celebrities are supposed to act and conduct themselves when representing their country and culture to the world. This also includes business decisions and the brands that they choose to work with, as their sponsorships also reflect who they are as an artist.

Fans of the group already knew that some members could be personally invested in taking political stances, such as what their group did for BLM. By not taking the side of the Palestinians in Gaza, they have now disappointed many of their fans from around the world, as they have now engaged with a brand with a controversial status on the BDS list.

Whether or not BTS and V will choose to comment or cancel their involvement in the brand campaign remains to be seen as of this article’s publication.