| South Korea

Compose Coffee signs advertising deal with K-pop star Kim Taehyung

The South Korean coffee chain will mark its tenth anniversary with a series of promotions featuring the BTS star as its brand ambassador

Kim (pictured) will appear in a series of video advertisements to mark Compose’s tenth anniversary | Photo credit: Compose Coffee


Compose Coffee has unveiled South Korean singer Kim Taehyung, known professionally as V, as its new brand ambassador. 

Kim is a member of K-pop band BTS, one of the best-selling music groups South Korea and the world, having sold more than 100 million albums globally. 

As brand ambassador, Kim will appear in a series of video advertisements and promotional store signage to mark Compose Coffee’s tenth anniversary in 2024. He joins a growing list of celebrities deployed to promote coffee brands, including a De’Longhi campaign with Brad Pitt, George Clooney’s Nespresso endorsement, Ben Affleck’s promotion of Dunkin’ and Blue Bottle Coffee’s tie-up with US singer, the Weeknd. 

Founded in 2014, Compose Coffee has nearly doubled its store count in the last two years to exceed 2,400 outlets. The Busan-based coffee chain made its international debut in Singapore in October 2023 with an outlet at the Suntec City shopping centre and is reportedly seeking to enter further new markets.  

Compose Coffee is the fourth largest branded coffee chain in South Korea behind Ediya Coffee, Paris Baguette and Mega Coffee, which have 3,800, 3,750 and 2,675 stores respectively. 

World Coffee Portal research forecasts the 31,130-store market will exceed 41,700 outlets by the end of 2028. 

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