BTS's global phenomenon continues to make waves in the entertainment industry, but this time it's not about their music or performances. The K-pop group's member, V, has been embroiled in a controversy surrounding his brand deal with Compose Coffee, a popular coffee franchise in Korea.

The issue began when Compose Coffee announced plans to re-sign V as its brand ambassador for the third consecutive year. However, this time around, franchise owners are voicing concerns over who's footing the bill. According to reports from the food and beverage industry on June 22, Compose Coffee has sent franchise owners a consent vote on re-contracting V for the period of July 2026 through June 2027.

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  • The estimated advertising spend is approximately ₩7.35 billion KRW (about $4.81 million USD), with 40% of ad costs being passed on to franchise owners, translating to about ₩80,000 KRW (about $52.30 USD) per store per month.
  • Franchise owners are concerned about the cost-sharing arrangement and have requested that Compose Coffee headquarters reveal which stores voted for or against the deal, but their request has been declined, citing potential conflict between store owners.
  • The company claims that V's involvement has