- calendar_today August 23, 2025
Coca-Cola Campaign With V Sparks Anger Over Settlement Operations
The recent news of V, one of the members of BTS, becoming the face of Coca-Cola Zero has been the target of many fans for being insensitive and ignorant. On July 31, Coca-Cola Korea announced the newest promotional material under the campaign hashtag #BestCokeEver. The post, in which the title was written in all capital letters, showed an image of V, who will replace members of his HYBE label’s girl group NewJeans. While there are no qualms with V choosing to be part of Coca-Cola’s promotion, as it is one of the most renowned global companies, the move was met with extensive backlash, as he is now on the Boycott, Divestment and Sanctions (BDS) list for ignoring the genocide that is going on in Gaza.
Previously, BTS members have made a name for themselves as the group stands up for what is right. In the past, BTS members have spoken out against discrimination against Asians, and their support of the Black Lives Matter movement was made known through several donations. However, BTS has yet to show or speak about Gaza and the crisis occurring there. As a result, fans and others alike have now deemed it ironic that V is working with a company that has been accused of profiting off the military, advertising, and has occupied land in Israel.
In 2023, fans were not happy when V was photographed and shared a post with fries from McDonald’s, a company also known to support Israel and send goods from the United States to Israeli settlers. Some netizens were quick to call it an extension of V’s support of Israel in not saying anything. Currently, V is taking in both criticism and threats as a result of becoming the new face of Coca-Cola Zero.
Coca-Cola Company’s operations in Gaza and Israel
On August 4, 2024, Coca-Cola launched an advertisement in Bangladesh in which it stated that it had no ties with Israel. Activists have pointed out that such claims by Coca-Cola are false and that the company has had documented operations in Israeli-occupied territories.
On their website, WhoProfits, a center that monitors the international corporate involvement in the Israeli occupation of Palestinian land, has published a section on Coca-Cola Israel. According to them, “Coca-Cola Israel operates its factory at Atarot Settlement Industrial Zone, an industrial zone built on lands that were seized from the Palestinian town of Beit Furik,” states the website.
The company also runs Tabor Winery, which sources grapes from the occupied West Bank and Syrian Golan Heights. It was found that Tabor Winery was established in 1978, on the expropriated land in the northern West Bank. Tabor Winery is not the only wine-making company in Israel, as other manufacturers include businesses like Baron Ventures, Torres, Palmali, The Loew Group, and Pernod Ricard.
Coca-Cola’s engagement with the said manufacturers has made it a frequent target of boycott campaigns by pro-Palestine activists. For the many fans who think otherwise, V supporting the brand is not only insensitive to the current situation but is an ignorant look into his hypocrisy. Fans have since taken to social media to voice their disapproval of his recent promotion as the new face of Coca-Cola Zero. One of the many posts reads: “Dear Taehyung, BTS. Coca-Cola has been operating on the stolen land of the Palestinians, some of whom are in your army. Please don’t work with and promote its products. Please educate yourself. Cancel the endorsement and stand with humanity.” ARMYs have called for the boycott of Coca-Cola as a company and to boycott V in return for his move, which is called insensitivity towards Gaza’s current situation.
BTS as a whole has been the recipient of fans’ anger for not saying anything about Gaza and V’s endorsement deal with Coca-Cola. Many have stated that the group should have taken a stance on the situation, especially since they were quick to send donations and show support to other nations and humanitarian crises. Fans are left to wonder if they should also continue to boycott BTS for being complicit and silent towards the genocide in Gaza.
In conclusion, public figures must be cautious in their endorsements since their fanbfan basel always take a stance one way or another. This is particularly true as there is a growing number of artists who are either against or in support of the BDS lists. V, who recently became the face of Coca-Cola, may havenot have thought twice about the commercial offer as the job was likely nothing more than a summer gig. However, as the backlash trended on online communities, neither V nor the management released an official statement that they have received nor if they are planning on going through with it.
