BTS’s V has been named the ambassador for Coca-Cola Korea, marking his first solo partnership with the brand. He is featured in the brand’s latest campaign, ‘Best Coke Ever’ and more promotional campaign-related content will be released later.
On July 31, the announcement came with a message from V himself, saying, “Happiness is closer than you think, everyone. Enjoy Coca-Cola Zero with me.”
Naturally, fans around the world responded immediately, flooding social media with hashtags like #TaehyungxCocaCola and #CokeZeroWithV.
This is not the “Love Me Again” singer’s first association with Coca-Cola. In 2018, BTS partnered with Coca-Cola for the FIFA World Cup, with each member featured on limited-edition cans sold in South Korea. However, this is the first time Coca-Cola has appointed a BTS member as a solo global ambassador.
This new role comes nearly two months after his return from military service on June 10, 2025. Despite a hiatus of 1.5 years, his influence has only grown stronger. Within 24 hours of his military return, V gained over 300,000 new Instagram followers. He now ranks as the third most influential global celebrity, after Cristiano Ronaldo and Lionel Messi, according to industry metrics.
Coca-Cola’s decision aligns with V’s proven track record in brand impact. His previous endorsement for Compose Coffee led the app to surpass 15 million users, outperforming competitors like Starbucks in South Korea.
In fashion, his ongoing partnership with Celine significantly boosted brand visibility, and he was the first K-pop idol to appear on Celine’s official YouTube channel.
Now that he is a free man after military service, more brands will likely approach him for collaborations.
The Coca-Cola Zero campaign celebrates everyday moments of joy and features V as the main face of the brand’s effort to connect with Gen Z and global audiences. The brand plans to release limited-edition Coke Zero bottles featuring his image, much like the successful strategy used during BTS’s group promotion.
This follows recent K-pop collaborations under Coca-Cola Creations, including campaigns with JYP Entertainment and the K-Wave Zero Sugar launch. After parting ways with NewJeans, the brand also recently collaborated with Haewon of NMIXX and travel creator Pani Bottle for a Korean campaign, ‘COKE TIME.’
On the work front, V is in the US for the recording of the BTS album, releasing in early 2026. While it is a long wait, he has hinted at a ’little something’ for ARMYs in August, most likely a solo project.
