Aside from being an artist, BTS member V is also known for his global influence and fashion collaborations. He recently announced that he will be the new face of Coca-Cola Korea. While the endorsement is a huge step ahead in his solo career, the decision has sparked criticism as the brand is part of a global boycott movement titled BDS. Read on to know more.
Why BTS V Is Getting Criticised for His New Brand Endorsement
As soon as BTS V’s endorsement with Coca-Cola was announced, international fans were quick to express disappointment with the fact that V is choosing to align with a brand that is currently under so much scrutiny. Coca-Cola is currently a part of the global Boycott, Divest, and Sanction (BDS) movement. The BDS movement is based on the ongoing genocide in Gaza.
Some hoped V was unaware and simply needed education on the issue, especially since, in the promotional images, he appeared to be wearing a bracelet that supporters associate with Palestinian solidarity.
However, this detail only attracted more criticism because some people think that pairing a bracelet associated with Gaza with a Coca-Cola endorsement feels hypocritical. Internet users also pointed out how multiple celebrities who had previously endorsed brands that were mentioned in the boycott list were held accountable; hence, the same treatment should be given to the BTS member.
In response, some ARMYs defended V by pointing out that Coca-Cola Korea is a separate entity from its central American corporation that is mentioned in the list. They also cited past statements from the brand that were made about political neutrality. However, for many netizens, the global recognition of Coca-Cola as a flagship brand made the distinction feel weak in light of the broader issue.
V is not the first celebrity to face criticism for working with a company that has been boycotted; Jungkook was recently criticised for going to Starbucks, which is also on the BDS list. However, V’s ambassadorship has rekindled debates about the weight of responsibility that celebrities bear when their support crosses over into international activism.
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V and BigHit Music have not yet responded to the criticism with a statement.
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