COMPOSE Coffee, with Kim Taehyung, aka V of BTS, as its promotional model, has reported explosive growth in mobile app subscriptions, underscoring the brand’s soaring popularity. Industry watchers are calling it nothing short of the “V Effect.”
Compose Coffee app subscribers, taken from their official website.
Taehyung was appointed as COMPOSE Coffee’s model in December 2023, and he filmed his first campaign prior to enlisting in the military. Following the announcement, COMPOSE Coffee’s app subscriptions surged dramatically, rising from 9.3 million in December 2023 to over 17.5 million today.
This milestone means nearly one in three Koreans (out of a population of 51.75 million) is an app subscriber, representing 60% of the nation’s economically active population. Since Taehyung’s appointment, more than 8.3 million new users have joined, a testament to the powerful “V Effect” and his immense influence on consumer behavior.
Launched in February 2021 to meet demand for contactless ordering and faster menu pickups, the COMPOSE Coffee app initially attracted 3 million users. The platform has since accelerated its growth, surpassing 10 million users within nine days of Taehyung’s endorsement and crossing 15 million users by September 2024.
In celebration of Taehyung’s recent military discharge, COMPOSE Coffee launched a new campaign featuring the slogan “Coffee, as Coffee Should Be” along with a signature 'V COMPOSED' menu item.
The campaign video, blending Taehyung’s signature charm with the comfort of a single cup of coffee, resonated strongly with audiences and has already surpassed 50 million cumulative views as of September 2.
According to COMPOSE Coffee, the campaign has driven a marked increase in Gen Z female customers, boosted revisit rates, and elevated app-based purchase conversions. These results demonstrate that Taehyung’s influence extends beyond cultural buzz, translating into measurable consumer loyalty and brand growth.
Further strengthening its market presence, COMPOSE Coffee reached another milestone on September 15 with the opening of its 3,000th franchise nationwide, solidifying its position as a powerhouse in Korea’s coffee industry.
With Taehyung at the forefront of its marketing, the brand’s next phase of growth is highly anticipated.
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