Franchise Owners Scathing Backlash Over BTS V's Ongoing Brand Deal

The news of Compose Coffee's planned re-signing of BTS V as its brand ambassador for a third consecutive year has sparked a backlash from franchise owners. According to recent reports from the food and beverage industry, Compose Coffee has sent a consent vote to franchise owners, seeking their approval for a deal that would see V reprise his role as the face of the brand through June 2027.

The estimated advertising spend for the upcoming year is approximately 9.35 billion KRW (about $6.81 million USD), with 40% of the costs being passed on to franchise owners. This translates to approximately 980,000 KRW (about $52.30 USD) per store per month, a burden that many franchise owners are finding suffocating.

One franchise owner, who wished to remain anonymous, spoke directly to the issue, saying:

Another owner even went so far as to threaten to take action, stating that the monthly fees for the celebrity endorsement were a significant burden, especially considering that many franchise owners felt that V's influence was overstated.

Compose Coffee, for its part, claims that V's involvement has 'meaningfully boosted brand awareness and preference,' but this assertion is met with skepticism by franchise owners. According to reports, Compose Coffee has spent 6.00 billion KRW (about $3.92 million USD) on advertising in 2024, and 10.0 billion KRW (about $6.54 million USD) in 2025.

The company also noted that it bears 60% of total ad costs, above industry standard, but this has failed to alleviate concerns among franchise owners. As one owner pointed out:

The franchise owners are now calling for greater transparency from Compose Coffee, requesting that the company reveal which stores voted for or against the deal. However, Compose Coffee has thus far refused, citing potential conflict between store owners.

The situation highlights the complexities of brand deals and the challenges of striking a balance between creative and financial considerations. As the music industry continues to evolve, it will be interesting to see how brands and artists adapt to changing consumer behaviors and preferences.

For now, it seems that the controversy surrounding BTS V's brand deal with Compose Coffee will continue to simmer, with no end in sight.