ARMYs Accuse V of ‘Tone Deaf’ Move With Coca-Cola Endorsement

BTS’ V, whose real name is Kim Taehyung, has joined the long list of idols facing boycott after he signed a contract with Coca-Cola Zero to be their new ambassador. The announcement was made on July 31, with his name being revealed as the face of the brand. While some ARMYs showed support for the decision, other netizens found it to be “tone deaf” and “deeply disappointing,” especially given the company’s position on the Boycott, Divestment and Sanctions (BDS) list.

In the social media post announcing the endorsement, a cover of James Foley’s Hello featured V speaking the words, while the caption read, “THIS is the Coke we’ve all been waiting for,” with the official campaign hashtag, #BestCokeEver. In the company’s latest promotional campaign, V replaced his fellow HYBE label mates, girl group NewJeans, as the brand’s new ambassador.

Although there is nothing particularly remarkable about V becoming Coca-Cola Zero’s new ambassador, as numerous idols and celebrities have done so in the past, it has already drawn heavy criticism for being “tone-deaf.” This is because, in the eyes of international netizens, he has contradicted the group’s previous stance on humanitarian and social issues.

From Speaking Out on Human Rights to Saying Nothing About Gaza

The recent backlash towards BTS and, more specifically, V is mainly due to what the group has consistently avoided when it comes to speaking about the humanitarian crisis in Gaza. While BTS has been seen speaking up for other social issues, such as discrimination against Asians and the Black Lives Matter movement, their advocacy has not extended to the Palestinian people in Gaza, who are currently being murdered and displaced by Israel.

For example, in one of BTS’s previously released songs, the group even shouted out to the BLM movement. But when it comes to the genocide of the Palestinian people, BTS has remained notably silent.

V has been criticized in the past for promoting some controversial brands. For instance, in 2023, fans were quick to point out a post he made of some McDonald’s fries he had ordered. At the time, fans criticized V for supporting such a “problematic” brand since McDonald’s operates in Israel.

However, international ARMYs are now saying that V is “taking it one step further” after he signed the contract with Coca-Cola Zero. This is because the company has also been operating and profiting from in Israeli-occupied territories.

It is, therefore, no surprise that Coca-Cola is being hit with netizen boycotts after V was revealed as the face of the brand.

On a Side Note: Coca-Cola’s Connection to Israel

In 2024, Coca-Cola was heavily criticized for one of its advertisements in Bangladesh. The advertisement had stated that the brand had “no relationship with Israel” and was a “proud supporter of BDS.” It even had a long list of their Muslim employees supporting the message. However, netizens found it to be deceptive since a simple Google search revealed that there was, in fact, a Coca-Cola Israel, and that the brand was operating in illegal Israeli settlements.

The WhoProfits Research Center stated in their reports that Coca-Cola Israel has two facilities in the Atarot Settlement Industrial Zone, located east of Jerusalem, which is “on occupied Palestinian land and considered illegal by international law.” In addition to that, Coca-Cola Israel’s Tabor Winery has been reported to source grapes from the occupied West Bank and the Syrian Golan Heights.

These revelations and others like them have made Coca-Cola a prime target for BDS boycotts, including this recent one initiated by international ARMYs.

Fans Are Pointing Fingers at V and BTS

Fans, particularly international ARMYs, were not kind to V in the following days as netizens released videos and posts about how they disliked him for the endorsement. There were also posts with some translations, directing V to stop promoting and working with Coca-Cola.

One of the most popular translations reads:

“Dear Taehyung BTS, Coca Cola has been operating on the stolen land of the Palestinians, some of whom are your ARMY. Please don’t work with and promote its products. Please educate yourself. Cancel the endorsement and stand with humanity.”

Fans have also called for boycotts against the company and urged V to stop promoting the brand.

Criticism Over BTS’ Silence on Gaza

As the posts with the translation directed at V continued to trend, fans started to criticize BTS, as well, for not speaking out on the Gaza crisis. Netizens claimed that V was the most vocal and active member of the group, and, thus, BTS is only as woke as he is.

Fans were expecting BTS to speak on the situation, but instead, they have remained quiet. As such, international ARMYs are now saying that they, too, will not be following BTS. One fan said:

“I hate to say this, but… ARMY also won’t follow BTS since they too have not taken any stand for Palestine.”

Another fan added:

“You know, when we as the ARMY had the whole world against us, we had BTS standing by our side. Imagine the injustice that is happening right now to Gazans.”

Fans are not only disappointed in V but also the rest of the members of BTS, as they feel they are the ones who need to take action. Some fans are now even using boycott hashtags along with BTS’s hashtag, #BBMAS2024.