Just weeks after his discharge from the military, BTS (방탄소년단) member V (뷔) has added another role to his name – Coca-Cola’s newest ambassador! The beverage company recently announced the news on its social media, sparking massive reactions from ARMYs across the globe.
Earlier today (31st July 2025, Thursday), Coca-Cola Korea announced that BTS member V is joining them as the new brand ambassador for Coca-Cola and Coca-Cola Zero. The partnership is part of the brand’s “Best Coke Ever” campaign. In celebration of his new ambassador role, the singer, whose full name is Kim Taehyung (김태형), also participated in photo shoots for magazines, posing with the iconic red can.
In an interview with Eyes Magazine, the 30-year-old shared his thoughts about the collaboration, “I am feeling the absolute best about working with Coca-Cola. I hope everyone can enjoy Coca-Cola Zero and show love and support for the brand!”. With this new collaboration, V takes over the ambassador role from girl group NJZ (formerly NewJeans), who promoted the brand in 2023.
Fans and netizens have reacted to the new partnership, with many saying that the singer is a perfect fit for the brand. Many also say they look forward to seeing V in more Coca-Cola advertisements. Some also hope the partnership extends to other countries. However, V’s collaboration with Coca-Cola also sparked criticism due to the ongoing boycott against brands allegedly complicit in Israel’s illegal occupation and genocide of Palestine.
Since the BDS Movement endorses a global boycott of Coca-Cola products, ARMYs are urging V to pull out from the partnership with the brand. However, Coca-Cola Company has issued a statement on their alleged support for Israel, writing, “The Coca‑Cola Company does not support any country, government or policy, political or religious belief. In this context, the claim that Coca‑Cola’s income is transferred to Israel is false.”
In the meantime, ARMYs are congratulating V on his new endorsement. What are your thoughts on this? Will you be supporting this new collaboration? Check out some videos of V’s photoshoot with Coca-Cola:
