BTS Kim Taehyung earned more than 6 billion KRW (about $4.61 million) as a model for the Compose Coffee advertising campaign.
Simultaneously, an examination of the idol’s impact on brand advertising was published by Jung Hyeon-young, deputy director of the Korea Advertising Association, in the South Korean media portal Banron Bodo.
Jung detailed how V’s unique character, skills, and reputation were leveraged by the corporation to great success. The 28-year-old idol’s image adorned over 2,400 Compose Coffee stores as the face of the popular Korean coffee company, Compose Coffee, which generated a tremendous amount of excitement outside of the music industry.
I want to inform you cuz incorrect information is being spread.
The Compose Coffee ad is known to have a total advertising execution cost of 6 billion won (approx. $4.5 M USD), including model fees.
It is not yet known how much of that 6 billion won is Taehyung’s modeling fee.
++ pic.twitter.com/YyTroecY4G— 낭만태형 | LAYO( ꪜ )ER🙋🏻♂️✌🏼 (@Romantic_Tae) February 17, 2024
Compose Coffee’s Sales Saw a 72% Boost Because of Kim Taehyung’s Influence
Compose Coffee saw an immediate uptick in business after the K-pop superstar signed on as its brand ambassador, with more than 2.6 million people downloading the app. In addition, the singer-songwriter raved about Citron Tea for Compose Coffee, which led to a 72 percent spike in sales in just two days.
Jung Hyeon-young, the deputy director of the Korea Advertising Association, said that the presence of BTS’ Taehyung as the brand’s ambassador is noteworthy. In order to make the most of their partnership, the brand spared no effort.
Using the singer-songwriter’s handwriting was one of these techniques. Jung claims in his Banron Bodo report that Taehyung’s compositional contributions helped make the term “Compose Coffee” unique. Compose Coffee posted a behind-the-scenes film to YouTube in January 2024, and Taehyung was in it, talking about how the director made his vision a reality.
Fans and consumers were even more moved when the singer-songwriter said that he had the notion to include a concept similar to “eVeryone is a composer” into the coffee brand’s advertising campaign.
According to a South Korean media outlet called Money Today, first-generation coffee company Ediya Coffee is facing a dilemma as a result of Compose Coffee’s meteoric rise to fame on December 20, 2023. Compose Coffee’s rival has called an emergency meeting to discuss the company’s surging demand on January 8, 2024.
A News1 article states that Compose Coffee’s global expansion has been supported by an uptick in the number of franchisees around the state. It was because of the efficient strategy and strong advertising. Between 2020 and January 2024, the franchise of the mid-to-low-range coffee brand increased from 725 to 2,420 locations, a growth of three times.
An X user (@taeguide) revealed on December 20, 2023, that the estimated cost of filming and running Kim Taehyung’s commercial for the coffee business was more than $4.6 million. Despite the franchise owners’ reservations about the deal’s financial viability, the singer-songwriter’s fame and reputation reportedly convinced them to go through with it.
[INFO] An official from Compose Coffee said, “We are happy to be able to work with a global artist who is loved by people all over the world regardless of gender and age. Through synergy with ‘21st century pop icon’ BTS V, Compose Coffee will also achieve even greater growth next… pic.twitter.com/ZOf4lR6s9w
— TAE GUIDE (@taeguide) December 20, 2023
Nearly three-quarters of the business owners choose the BTS member to be the face of their company. The franchise owners paid 40% of the total cost and 60% of the corporation each month, for a total of 80,000 won ($61).
Kim Taehyung, better known as V, a member of BTS, is currently serving in the 2nd Military Police Corps’ Special Duty Team (SDT), sometimes called the Double Dragons. The preservation of areas like the Mid-East Front—which encompasses Hwacheon, Chuncheon, and Yanggu—is their responsibility. This front connects Seoul.
For Valentine’s Day, BTS V’s mesmerizing Celine shoot captured the hearts of fans with breathtaking flower pictures, transporting them to a realm of flowery magic.
Bts V also gained 10 kg weight during his military service. Maintaining order and safety within the barracks, guarding the base’s entrances, and preventing trespassers at checkpoints are the principal duties of the Republic of Korea Army Military Police.
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