South Korean coffee chain Compose Coffee signed last week a major advertising deal with K-pop superstar Kim Taehyung, professionally known as V from the global sensation BTS.
This partnership marks a major milestone for Compose Coffee as it celebrates its tenth anniversary with a series of promotions featuring the BTS star as its brand ambassador.
Kim Taehyung, part of BTS – one of the best-selling music groups worldwide with over 100 million albums sold – will appear in a series of video ads and promotional materials across Compose Coffee outlets.
Founded in 2014, Compose Coffee has experienced rapid growth, nearly doubling its store count in the last two years to over 2,400 outlets. The coffee chain recently made its international debut in Singapore and is actively looking to expand into new markets.
As Compose Coffee's brand ambassador, V's global appeal is expected to boost the coffee chain's brand awareness and aid in its international expansion.
V completed filming for the Compose Coffee ad just before his mandatory military enlistment in South Korea, which requires all male citizens to perform military service for about 18 months.
The ads are set to go live in January.
The decision to appoint Kim Taehyung as the face of Compose Coffee was positively received by a majority of the franchise owners, reflecting the confidence in his star power to elevate the brand's profile.
Furthermore, social media are abuzz with excitement, with fans expressing their support and anticipation for the upcoming campaign.
Bro really ruling the Music industry, TV industry, fashion industry now it's turm for Drinks ✌— Jiya⁷ (@Iam_kths) December 20, 2023
I just know Taehyung gonna slay as always 🥳🥳
COMPOSE COFFEE MODEL V #TaehyungxComposeCoffeepic.twitter.com/oLnHs7hbs3
In addition to the campaign, Compose Coffee is also planning to expand its overseas operations. The coffee brand's recent opening in Singapore serves as a testbed for its marketability outside of South Korea.
Compose Coffee's parent company, JM Coffee Group, is also making strategic moves, including relocating its headquarters to Seoul to pursue growth opportunities.
This partnership comes at a time when the competition in the coffee industry is intensifying, particularly with players like Mega Coffee, endorsed by soccer star Son Heung-min, making significant strides.
By working with Kim Taehyung, Compose Coffee aims to challenge both domestic and global rivals.