BTS Taehyung’s Impact on Compose Coffee’s Growth
Taehyung, a member of the renowned K-pop group BTS, has become a pivotal figure in enhancing Compose Coffee’s brand visibility. As reported by Digital Times on May 18, 2025, the coffee franchise is poised to exceed 3,000 locations across South Korea this year, marking a significant milestone in its expansion strategy. This surge in growth follows the achievement of Mega MGC Coffee, which reached the same number of outlets the previous year.
In contrast, Ediya Coffee, which surpassed 3,000 stores in 2019, is encountering challenges in maintaining its market performance. Meanwhile, Compose Coffee is making strides as a formidable player in the affordable coffee segment. According to industry projections, the brand is currently operating 2,886 franchise shops nationwide.
Reaching the 3,000-store threshold within 11 years since its inception in 2014 will be a remarkable feat for Compose Coffee. The brand’s trajectory has been impressive, expanding from 1,285 locations in 2021, to 1,901 in 2022, and further growing to 2,361 outlets in 2023. As of 2025, the pace of expansion continues, with nearly 100 new stores being added each month.
Much of this success is attributed to Taehyung’s appointment as the brand ambassador in late 2023. Since embarking on his military enlistment in December, his influence has significantly shaped Compose Coffee’s marketing strategies. Fans have taken to social media to celebrate his contribution, with one user on X, @btskthv1230, noting:
“TAEHYUNG BRAND IMPACT. There has been so much recent coverage relating to Kim Taehyung’s advertising power for Compose Coffee. The whole world is excited for June 10!”
Fans have praised Taehyung’s foresight in signing the contract just before his enlistment began, ensuring his promotional presence remains prominent across South Korea. Online comments reflect admiration for his strategic thinking:
“KIM TAEHYUNG is a strategic GENIUS! Signing a brand deal just before enlisting that would ensure he is plastered over 2,400 stores (now 2,876 stores) and cup sleeves everywhere. He knows what he’s doing!”a fan wrote.
“That’s exactly why we should trust him, only him. He knows what he’s doing and he has a smart sexy brain…,” a commenter added.
“midas touch impact,”another user remarked.
“He was so smart for this, and the cup sleeves basically made him a household name,”an X user commented.
Many comments emphasized V’s substantial impact even while not actively promoting the brand. Users expressed appreciation for his role as a brand ambassador:
“They definitely chose him with significant growth in mind! Glad you’re having a great time!,”one fan noted.
“This is what a good brand ambassador is supposed to do. Companies hire brand ambassadors to make money not lose it… Taehyung has proven his worth,”a fan remarked.
“He’s everywhere!”a user exclaimed.
Compose Coffee’s Ascendance Fueled by BTS’ Taehyung
Since Taehyung’s alliance with Compose Coffee, the brand has witnessed remarkable financial growth. In 2024, sales reached 89.7 billion won, alongside an operating profit of 39.9 billion won—an increase of 1% and 8.9% year-on-year, respectively. Moreover, net profit surged by 186% to 47.9 billion won, which underscores Taehyung’s remarkable branding prowess.
Following the partnership announcement, the mobile application for Compose Coffee attracted 2.6 million new users, and within just ten days, 12 million new customers were registered. The company is also actively pursuing international expansion and opened its first store outside South Korea in Singapore in September 2024, with additional overseas locations planned.
Additionally, Compose Coffee has creatively integrated Taehyung’s music projects into its marketing by showcasing his “Winter Ahead”music video in all its outlets nationwide. This innovative collaboration not only strengthens the brand’s identity but also enhances engagement with its customer base.
As Compose Coffee continues its rapid ascendancy in the low-priced coffee market, it poses a substantial challenge to traditional players like Ediya Coffee. With Taehyung’s star power propelling this growth, the brand is poised for future success both in the local and international markets.
Currently, Taehyung is fulfilling the final stages of his mandatory military service, with a scheduled discharge date of June 10, 2025.