As of December 2023, BTS star Kim Taehyung was the public face of the South Korean beverage company Compose Coffee. Within a week of announcing their collaboration with the musician, the company had over 2.6 million app users, a result of the musician’s immense worldwide appeal.
Additionally, after the singer-songwriter who sang “Love Me Again” recommended Citron tea as his favorite product from the brand, sales of the drink spiked by 72 percent.
Now, the celebrity has sparked a new craze on the internet, thanks to a group of Korean followers who designed Taehyung-themed Compose Coffee cup holders. Korean ARMYs repurposed the cup holders into one-of-a-kind flower-shaped frames, which they then popularised online with the hashtag “Vsunflower.”
A lot of people around the world were touched by the creative and original ways that Korean fans showed their love for the Rainy Days singer-songwriter.
Waaah!!! People have enough cup holders to make them into Tae flowers and here I want just one!!! 😭😭😭 On another note, I am glad to see they are not throwing them away and doing something artistic with them instead! Vante would approve! 💜
COMPOSE COFFEE MODEL V… https://t.co/OzTpwTE9ND
— Deepa💜Small but definite happiness💜Here for Tae (@birdynumnum77) February 17, 2024
K-Fans’ Innovative Ways of Showing Their Devotion to BTS’ Taehyung have been Lauded by ARMYs
Reportedly, Kim Taehyung was offered $4.61 million by Compose Coffee to model for the ad. Several posters, banners, and billboards featuring the BTS idol were distributed across South Korea by the brand, in addition to two video ads on YouTube. The artist’s likeness was also custom-made for use as coffee cup holders.
Many fans waited in the queue at Compose Coffee stores to get a venti mug adorned with a ‘Taehyung cup holder’. Just recently, the Iksan Compose Coffee shop (@compose_iksan) shared an Instagram video showing one of their employees making a lovely spherical flower out of the cup holders.
Korean fans went wild after the video went viral, making flower arrangements, coasters, and picture frames out of Taehyung’s Compose Coffee cup holders.
The franchise is now looking into expanding internationally, following a meteoric rise in popularity following the BTS member’s selection as its brand emissary. Compose Coffee has expanded swiftly from its 2014 launch in Busan to its current network of 2,200 locations across Korea.
Less than 9.3 million people were using the app before Taehyung’s marketing. Its user base increased by 2.6 million in just 10 days, reaching over 12 million. Meanwhile, foreign fans have voiced their wish to have cup holders, which are currently trendy in South Korea, and they have become obvious on X.
Here’s how X’s fandom gushed about the Korean ARMYs’ ingenuity:
Not even surprised, we’ve always been unserious https://t.co/EUfOxccDO1
— I’ma b closer to hope on the street (@TK803105881914) February 17, 2024
A Compose coffee barista made this sunflower with Taehyung’s cup holders, it started with a small flower and now it seems it’s growing 😭 #VxComposeCoffee #KimTaehyung
👇https://t.co/1w6CeG8HGE pic.twitter.com/3Wph29iEkU— Vstagram 💜 (@Vstagramcrew) February 15, 2024
Ommmmmggggggggggg wow Korean fans have created a new trend with Taehyung Compose Coffee Cup Holder. Instead of throwing away the Cup Holders, K-fans saved them and made them into Compose Coffee Taehyung flowers 🌻🐻🌻
COMPOSE COFFEE MODEL V#TaehyungxComposeCoffee #컴포즈커피 pic.twitter.com/WiUfrpBSjf
— ChimChim⁷ | I’ll wait until 2025 💜💜💜💜💜💜💜 (@btsmano777) February 17, 2024
The compose coffee cupsleeves flowers reminding us of our shining sunflower Taehyung Voy 💜🌻🤗
COMPOSE COFFEE MODEL V#TaehyungxComposeCoffee #TAEHYUNG pic.twitter.com/6XtDmKGtb9
— T2💜Loves🐯Tae{SeeYou(ꪜ); ʟᴀʏᴏ(ꪜ)ᴇʀ era is best} (@T231866082) February 17, 2024
In spite of his continuous enlistment, the Layover songwriter and vocalist has been the sole force behind Compose Coffee’s success and sales. With an impressive $4.61 million (6.1 billion won) in endorsement deals, the singer is now among the highest-paid entertainers in the world.
Get ready to enter the world of marketing experts as they dissect and examine BTS Taehyung’s potent Compose Coffee advertisements! By June 2025, the Layover singer-songwriter will have completed his obligatory military service. For more updates you can join us on our Twitter account.
