Done with military service, onto brand ambassador duty: V helps brand win "Best Franchise of 2025"

After two years of mandatory military service, V has returned with a radiant range and has taken on multiple ambassador roles for major brands. While Celine, Cartier, Compose Coffee and Seoul Tourism are the brands be had partnered with before, recently V had added Coca-Cola Zero Korea and Snow Peak Apparel to the list.

Despite being absent from the entertainment industry fot a long time, the name V still retrains enormous appeal to the public, bringing a "golden effect" to the brands he collaborated with. From luxury fashion like Cartier and Celine to popular and approachable brands like Compose Coffee or Coca-Cola, all have witnessed reportable growth.

This is why he remains a bright face for the position of "favorite" in the eyes of global brands. And among he brands, Compose Coffee is the clearest proof to the tremendous commercial influence that V brings!

According to Maeil Business Newspaper—a reputable economic newspaper in Korea, Compose Coffee has been named as "Best Performing Franchise of 2025" in Korea, after the outlet evaluated over 12,000 franchise in the country.

The brand's total revenue in 2024 reached 88.8 million won, with an operating profit of 36.6 million won, and an operating margin as high as 41.3% . This figure is more than double compared to many other competitors in the industry, helping Compose Coffee stand out the competition.

The strong growth of the brand is believed to be tied to the recruitment of V as brand ambassador in December 2023. The number of Compose Coffee app subscribers increased from about 9.3 million to over 11.9 million in just a few months (from December 2023 to early 2024). By September 2024, the total member of the app was had exceeded to 15 million, affirming that the "Kim Taehyung effect" truly fueled strong growth.

Even fan response to the brand remained abundant throughout 2024, relying on pre-recorded videos before enlistment or a photo of V in military uniform shading in front of a Compose Coffee store posted on Instagram. This shows that V's popularity has firmly connected consumers with the brand.

Not to mention, Compose Coffee benefit when V's fan clubs organized events using the brand's products. The Kim Taehyung Supporters Korea fan community collaborated with Compose Coffee branches at Chuncheon Ududumir Branch and Chuncheon Myeongdong branch to hold an event celebrating 100 days of the idol's enlistment.

The fan club also distributed unlimited Compose Coffee and desserts to soldiers during V's birthday or before his discharge to celebrate. At these events, stores not only made profits and attracted  customers but also received wide free publicity.

Not limited to the Korean market, Compose Coffee is now facing the opportunity to explode on a global scale. In particular, after Jollibee Foods Corporation (Philippines) acquired 70% of shares, the brand is expected to soon appear in Southeast Asia, and even the European-American markets. With its franchise strategy and "value coffee" pricing, Compose Coffee promises to be a formidable competitor to many international coffee chains.

Fans strongly believe that V has elevated Compose Coffee from a "national affordable brand" into a brand with international reach, a beverage trend for young people. In just one year, V has turned Compose Coffee into a number one brand in the industry, attracting even the global franchise giant Jollibee Foods to invest.

It is so exaggerated to say that "everything he touches turns into pure gold."

ARMYs comments

1. Everything he touches becomes gold! And that right

    there is what we call star power. Doesn't need anyone's

    clout, doesn't need to ride on any big name, his impact

    will always speak! Oh Taehyung, the man that you are!

2. Someone said "he doesn't need a famous brand... he 

     he makes the brand famous" and I totally agree... His

     power is insane

3. This is crazy cause all Compose Coffee did was have

     Taehyung do one photoshoot in November 2023 before

     enlistment, then spam those same 5 pics in their stores

     nationwide over a year, and now they're the coffee

     franchise with the highest operating profit margin of

     41.3% in South Korea

4. This is what called impact! He single handedly did this.

     He is genius. He didn't choose the famous brand. He

     made the brand famous. It doesn't matter how big

     brands are if you're not making profit. He trusted

     himself or choose the correct brand. He didn't wasted

     his impact. That's my man!

5. This is a real impact of brand ambassadors! He doesn't

     need famous brands, he made them famous instead.

     Congratulations Compose Coffee

6. The way He single handedly got that #1 spot for

     Compose Coffee while he was in the military is insane.

     You really can't fake influence!

7. Deserved! And I don't even know what their product

    taste like. But Compose Coffee X Taehyung will be their

    long-term BA

8. Taehyung truly is the clout. He's doing what a brand

     ambassador should be doing. He's carrying the brand

     and not the other way around.