V’s Coca-Cola Ad Becomes Flashpoint in Israel-Palestine Debate

The K-pop star has found himself in hot water after he was announced as the newest face of Coke Zero in South Korea on July 31. The group’s member, Kim Taehyung, also known as V, has been vocal about social justice issues in the past. Despite this, fans of BTS were left disappointed as many of them believe it is “tone deaf” and “deeply disappointing” that the youngest of the group took on the endorsement considering the current genocide in Gaza and that the company is part of the Boycott, Divestment and Sanctions (BDS) list.

In the series of posts about Coca-Cola Korea’s latest promotional campaign, the popular hashtag #BestCokeEver was announced with official endorsement visuals and a major celebrity reveal for the brand. Fans can’t help but notice how V is replacing his label mates from HYBE, the girl group NewJeans, as the face of Coke Zero.

It is important to note that many famous figures have endorsed global brands before. Most of them are already doing it for at least one product at some point in their career. However, the VxCoke Zero Endorsement has quickly become the target of online political and ethical debates.

Expectations and Criticism of BTS’ V’s Endorsement Deal

To put it simply, the Korean group has been very vocal about discrimination against Asians, as well as making public gestures towards BLM. However, when it comes to Gaza and the genocide taking place there at the moment, they have largely been absent.

V was involved in controversies like this on a smaller scale just last year when he posted a casual photo of McDonald’s fries, a global brand that’s also accused of benefiting from and operating in occupied Israel.

Fans around the world are not only disappointed by this latest endorsement, but they are appalled by what it represents to them: an abandonment of the socially conscious image that BTS spent years establishing.

As Coca-Cola’s controversy continues to grow, let’s take a deeper look at what the company has been called out for, as well as V’s place in it.

The Controversy Behind Coke and VxCOKEZERO Endorsement Deal

While the outrage against Coca-Cola’s presence in disputed territory is largely focused on Israel, the company had once again been subject to major backlash in Bangladesh in 2024. In a full-page newspaper ad, the company denied having any connections with Israel.

Activists immediately pointed out the factual data of Coca-Cola Israel, which operates in illegal settlements as recognized by international law. According to data from WhoProfits, a research center that monitors companies complicit in the Israeli occupation, “The Coca-Cola Company’s Israel subsidiary, Coca-Cola Israel, has a bottling plant in the Atarot Settlement Industrial Zone.”

In another settlement that the group used in a mapping project to publicize the presence of illegal industrial zones in occupied territory, Tabor Winery was found to be sourcing its wine grapes from the occupied West Bank, as well as the Syrian Golan Heights.

Ever since BDS, which is a global network of Palestinian rights activists, began calling for a boycott against the company in 2005, Coca-Cola’s name has been a part of the list of companies that pro-Palestine groups are trying to boycott.

Coca-Cola’s connection to Israel is just one of the many reasons why BTS’ V faces backlash over Coca-Cola’s zero endorsement as the world reacts to the Gaza crisis.

Fans Not Happy About V’s Endorsement Deal and Call for Boycotts

A great number of fans around BTS’ fanbase believe that, by accepting the role of ambassador for Coke Zero, V and his management have disappointed them and displayed ignorance. At this point, fans have made it known that it is no longer just the company’s political actions and inactions that they are holding V and the BTS members accountable for.

Fans are extremely disappointed with BTS for not addressing the humanitarian crisis in Gaza. Many fans also said that it was their responsibility as global icons to condemn the situation.

In addition, the social impact that these companies can have when endorsed by global stars is one of the main reasons that pro-Palestine, BLM, and various other social justice movements place so much emphasis on boycott calls.