Korean media reported on Compose Coffee's popularity after Kim Taehyung, aka V from BTS, was selected as the model for the brand's 10th anniversary.

In January, Compose Coffee released multiple video advertisements of Taehyung playing the dual role of both the customer, who is a music composer, and the barista serving him. Taehyung's classy image and outstanding acting skills in portraying two different characters captured the viewers' attention.

The advertisement video drew more attention after it was revealed that it was directed by Yu Kwang-Goeng, known as Korea's top commercial film director.

Upon its release, one of the ad videos quickly climbed to the top of YouTube's trending videos worldwide and gained 1 million views in one day. It has surpassed 12 million views in just two weeks, and as of February 5, the video has already exceeded 13.5 million views.

A month after Taehyung was announced as their promotional model, Compose Coffee's official Instagram gained approximately 53% more followers, and their app saw an increase of nearly 3 million cumulative users.

On February 1, the availability of Taehyung's Compose Coffee cup sleeves at some stores spread through social media and online communities. Excited fans flocked to their nearby stores, while others opted to order online.

As a result, the 'V effect' was in full display as 'Compose Coffee' climbed to the #1 spot on the real-time search ranking on 'Baemin,' the largest food delivery service in South Korea.

Taehyung's influence extends beyond commercial advertising to public service announcements. Since 2017, BTS has been actively serving as honorary tourism ambassadors for Seoul. 

However, in 2023, Taehyung was chosen as the sole model for Seoul Tourism's global campaign.

The 2023 Seoul Tourism global campaign video, "Seoul Edition23," released in September, achieved over 500 million views in just three weeks across all promo videos. 

One of Taehyung's videos alone had achieved over 100 million views, becoming the most-viewed Seoul promotional video on YouTube.