In December 2023, the fourth-largest coffee company in South Korea, Compose Coffee, made headlines by announcing BTS's Kim Taehyung as their brand ambassador while celebrating their 10th anniversary. The decision to bring V on board was a risky move for Compose Coffee, considering the global superstar's high-cost endorsement compared to their budget. Nevertheless, the company took the gamble, recognizing V's immense worldwide fandom.
Following the announcement, Compose Coffee experienced rapid growth not only in Korea but also overseas. Despite having only a few shops abroad initially, the overwhelming demand led the company's management to expand their products to international markets.
Recently, Compose Coffee had discussions with BTS's company, HYBE, concerning the protection of the artist's copyright. While the coffee shops had been displaying posters and videos promoting their collaboration with Taehyung since December, some shops went beyond and started using other posters, BTS albums, merchandise, and even dolls related to BTS and ARMYs. As a result, HYBE instructed them to remove V's photos and related items not directly associated with Compose Coffee and V. It appears HYBE is stringent about copyright issues and wants to ensure that only items agreed upon in the brand ambassador deal are displayed in stores.
After the news broke, fans expressed both negative and positive feedback about HYBE's decision. Some fans attributed HYBE's actions to delayed album releases and operational issues, expressing frustration. On the other hand, others defended the management company, viewing it as an effort to protect V's contractual rights. The controversy raises questions about finding a balance between artist endorsements, fan engagement, and corporate control.
for those that don’t know since Tae’s now Compose Coffee ambassador some fans displayed Taehyung’s pictures in the shop but hybe contacted the shop to take them down even tho they were for fan displays and not for profit or for sell, and from what I know things like display… pic.twitter.com/SF42jOZZew
— bell ⊹ wherever u r (@taes_studio) January 12, 2024
So hybe threatened compose coffee for a portrait copyright but were nowhere to be found when we asked for layover sabotage, not even tweeted once about layover being longest charting album on bb200, didnt retweet hyperbazaar's tweet even after being tagged????
— shru 👤👥️️ (@_capvirgos) January 12, 2024
Hybe did same thing with The camp too now with this Compose coffee. Yeah you own each member and has copyright on them so I hope too you remember this thing in supporting your artists genuinely 🤣🤣 by not doing any partiality 🤣 https://t.co/D1gGHjIC04
— 나비🦋 (@winterberry0430) January 12, 2024
I saw this I think CC HQ asked them to take it down to be safe pic.twitter.com/AEGEO6tDK5
— Zee (@zeetaekoo) January 12, 2024
Compose Coffee's journey with V as its brand ambassador has taken an unexpected turn due to the conflict between the coffee brand and HYBE. This clash highlights the challenges that brands face when aligning with K-pop celebrities and navigating the intricate web of contracts and fan expectations. As the controversy unfolds, the industry and fans alike eagerly await resolution and clarity on the delicate balance between artistic expression, brand endorsements, and corporate control.
