In the context of consumers increasingly having political and ethical awareness when choosing products, the boycott movement targeting brands linked to human rights, environmental, or political issues is growing strongly worldwide. Among them, BDS (Boycott, Divestment and Sanctions) is one of the most influential movements, calling on consumers to boycott companies accused of supporting the Israeli government in the occupation of Palestinian territory.
Amid the genocide in Gaza, this movement has received strong support from the K‑pop fandom. Numerous K‑pop idols have been seen appearing unintentionally with products from brands allegedly on the BDS list and were met with harsh criticism from fans.
However, it is not always accurate that an idol is being criticized for using a product from a foreign brand that is actually on that boycott list. Many brands are mistakenly αѕѕumed to be on that list, leading to fans unfairly criticizing idols. V’s case below is a similar situation!
Specifically, recently, V became the target of attacks by some netizens after being announced as a brand ambαѕѕador for Coca‑Cola. Many posts quickly criticized the male idol, believing he supported a brand listed by BDS, which sparked waves of outrage, harsh criticism, and even calls to boycott V’s image as an ambαѕѕador.
However, in the face of these severe attacks on him, the ARMY community swiftly spoke up in defense and clarified many serious misunderstandings surrounding his new title of “brand ambαѕѕador.”
It is important to clarify: V is only a representative face for Coca‑Cola кσяєα, specifically in the latest advertising campaign for the Coke Zero product line in the domestic market. Coca‑Cola кσяєα is an independently operating entity, managed by LG Household & Health Care since 2007, and is not under the global Coca‑Cola Company in the U.S.—the entity that BDS is calling to boycott.
Domestic and international media have also confirmed clearly that Coca‑Cola кσяєα operates independently in production, marketing, and distribution. Profits from the South кσяєαn market are not sent back to headquarters in the U.S., nor are they connected to activities in politically disputed regions like Palestine.
An artist like V participating in a domestic promotional campaign does not mean that he “supports” or is “linked” to the brand’s entire global operations. Therefore, all criticism directed at him stems from a major mistake by part of the public who lack full knowledge or accurate research about the information.
On the other hand, some people once accused V of “hypocrisy”—pointing to a SaveOne bracelet he wore, distributed by the organization Save The Children to support protecting children in the Gaza Strip—yet he also promoted a brand alleged to support the Israeli government. They immediately regretted doing so!
V wearing this bracelet in several recently shared Instagram photos and even when he participated in a shoot for Coca‑Cola кσяєα’s Coke Zero campaign shows his strong support for children’s relief programs in conflict areas. Collaborating with Coca‑Cola кσяєα does not conflict with this charitable act but rather highlights the difference between Coca‑Cola кσяєα and Coca‑Cola U.S.
Moreover, V is always an artist known for his warm heart, frequently doing charity work and inspiring fans around the world positively. Attributing political issues to him—matters beyond an individual’s control—is soмєтнing many fans call “illogical” and “misinformed.”
A wave of support for V exploded across social media platforms, especially Twitter and Weverse. Hashtags like #ProtectV, #VxCocaCola, and #TaehyungDeservesBetter trended in many countries with tens of thousands of shares. Fans kept emphasizing: “V has been officially announced as the new brand ambαѕѕador for Coca-Cola кσяєα in the Coke Zero campaign #BestCokeEver, an independent brand by LG H&H, and not a subsidiary of Coca-Cola USA. Coca‑Cola Company does not support any country, government or policy, political or religious belief. In this context, the claim that Coca‑Cola's income is transferred to Israel is false".
Finally, directly attacking an artist because of a local brand collaboration decision is unfair and may even negatively affect the artist’s image and morale. As the public becomes increasingly ethically conscious in consumption, verifying information carefully and understanding the context is essential—not only to make wise choices but also to protect individual artists from inaccurate and emotional criticism.
