BTS V faces backlash over Coca-Cola Korea endorsement amid BDS movement concerns

BTS member V is receiving criticism following the announcement of his new role as brand ambassador for Coca-Cola Korea.

While the partnership marks a significant milestone in his solo career, the move has sparked debate due to Coca-Cola’s inclusion in the Boycott, Divestment, Sanctions (BDS) movement list.

The BDS campaign, which challenges companies complicit in Israel’s occupation of Palestine, has placed Coca-Cola among its targets.

International fans quickly expressed disappointment online, citing concerns over the brand’s global associations.

Some users noted the irony of V wearing a bracelet associated with Palestinian solidarity in the campaign images, questioning whether he was aware of the brand’s boycott status.

Meanwhile, supporters defended V, emphasising that Coca-Cola Korea operates independently and has previously stated a neutral stance on political matters. However, many critics argue that such distinctions are insignificant when dealing with globally recognised corporate identities.

This controversy follows similar criticism aimed at other celebrities, including BTS member Jungkook, for engaging with brands listed in the BDS campaign.