Against the backdrop of rising prices and increasingly cautious consumer spending—while South кσяєα remains a fierce battleground for budget coffee, home to dozens of well-known brands such as Mega Coffee, Paikdabang, Ediya, and Dal.komm—what would you do if you were the owner of Compose Coffee to make your brand stand out and stay competitive? Cut prices even further? Roll out aggressive promotions? Launch new drinks? None of these strategies delivers a truly powerful impact in today’s brutally competitive low-cost beverage market.

That was why, at the end of 2023—coinciding with its 10th anniversary—Compose Coffee made what could be described as its boldest and most disruptive move yet, one that reshaped the entire low-cost coffee landscape in South кσяєα: appointing V as its global brand ambαѕѕador. The decision was accompanied by the launch of a large-scale series of advertising and promotional campaigns, while also serving as a catalyst to attract franchisees and accelerate overseas expansion.

Prior to his partnership with Compose Coffee, V had already been serving as a global ambαѕѕador for luxury fashion and jewelry houses such as CELINE and Cartier, as well as a brand representative for the global investment platform SimInvest. The BTS superstar is widely known as the “Sold Out King,” famed for the notion that “everything he touches turns to gold.” Notably, a revenue report on CELINE revealed that the brand’s operating profit in South кσяєα surged by 591%, from 2.5 billion won to 17 billion won by the end of 2024, while revenue exceeded 307 billion won—an increase attributed largely to the “V effect.”

With such a treasure seemingly within reach, franchise owners rushed to submit petitions to Compose Coffee’s headquarters, urging the company to sign V as its brand ambαѕѕador in hopes of ushering in a new era of growth.

Notably, an article published by Smart Today on the 18th revealed that franchisees across the country not only expressed strong enthusiasm and support for V, but also directly contributed a substantial portion of the ambαѕѕador fee—solely to ensure that the deal would be successfully finalized. Specifically, according to Smart Today, Compose Coffee disclosed that it paid a total of 6 billion won in advertising fees to V, equivalent to approximately USD 4.07 million, of which 2 billion won was jointly funded by franchisees nationwide.

This is clearly a significant expenditure—and one considered “enormous” within the F&B industry, particularly for a mαѕѕ-market coffee chain like Compose Coffee. Ambαѕѕador fees for domestic South кσяєαn F&B brands (including coffee, beverages, and fast food) are commonly estimated at around USD 1.5 million per year for well-known stars. Compose Coffee’s decision to spend two to four times that amount underscores the company’s strong confidence in V’s influence to generate explosive gains in revenue, customer traffic, and brand recognition.

And indeed, the investment has yielded returns many times over in the years that followed. After Taehyung was appointed brand ambαѕѕador, Compose Coffee’s revenue surged to 88.8 billion won in 2024, while operating profit climbed to 36.6 billion won. The chain’s operating margin reached an impressive 41.3%—more than double that of its competitors—highlighting the brand’s exceptional profitability.

The collaboration with Taehyung also fueled explosive growth in the number of Compose Coffee stores nationwide. After two years of partnership, the brand is on track to surpαѕѕ 3,000 outlets across South кσяєα, marking one of the fastest expansion rates in the country’s franchise industry.

Most notably, Compose Coffee was recognized as the Best-Performing Franchise Brand of 2025, a prestigious honor that further underscores the immense impact of V in his role as brand ambαѕѕador!

Although a USD 4 million ambαѕѕador contract may appear risky—or even extravagant—for a budget coffee chain like Compose Coffee, with V, such decisions seem fully justified. Unsurprisingly, fans were left in αωє as rare details about the contract’s value surfaced, sparking widespread discussion and excitement across social media:

- If this is how much a local brand paid him, imagine how much he earned from global brands like Celine, Cartier etc. He literally an ambαѕѕador for 9 brands. Kim Taehyung brand value is insane

- This is what real influence looks like. Numbers backed by people, not hype

- The fact that franchise owners pushed for this and contributed 2 billion won speaks volumes! They knew Taehyung wasn't just an ambαѕѕador, but a total game-changer for business. The "V-Effect" is real and the demand was simply too loud to ignore. A legendary collaboration!

- Wow that's just over $4 million. And he has 9 deals....and they want us to believe that his net worth is just 40 million.

- With how Compose Coffee’s profile was raised and how much interest was generated, I’d say worth every penny

- OMG that's USD 4,066,831.60! I wonder what the other brands paid him?

- His impact is unmatched. That should be stu∂ιєd...fr

- No wonder he’s the richest member and to take he his made them so much money their budget have increased more

- Franchisees paying billions for v proves impact. Most demanded kpop idol

- V is definitely the most in demand, has always been the most popular starting from debut days. A true self made superstar

- theyre won in their business life after got this man as their BA , congrats. V stand for not just about Visual but also Veryprofitable!!!