"Already 17.59 Million! BTS V Drives Explosive Growth in Compose Coffee App Subscribers
The number of subscribers to the official Compose Coffee app — for which BTS’s V serves as brand model — has skyrocketed.
V was appointed as the promotional model for Compose Coffee on December 20, 2023, after his military enlistment. He had completed filming for the advertisements prior to enlistment. Once the news of his appointment broke, the app’s subscriber count surged rapidly. As of now, the Compose Coffee app has 17,589,812 registered users.
This means that roughly one out of every three Koreans (population approx. 51.75 million) is subscribed, equivalent to 60% of the nation’s economically active population (approx. 29.36 million). Since V became the model, the app has attracted 8.3 million new users, proving the undeniable “V Effect.”
Compose Coffee officially launched its proprietary app in February 2021, responding to social trends favoring contactless orders and the need to reduce pickup times. At launch, the app had 3 million users. By December 23, 2023 — right after V’s appointment — the subscriber base had already reached around 9.3 million, surpassing 10 million just six days later, on December 29. It then went on to break the 15 million mark on September 13, 2024.
Following V’s discharge from the military, Compose Coffee launched an aggressive campaign. The most recent promotional video introduced the new brand slogan “Coffee as Coffee Should Be,” along with the new menu item V COMPOSED.
The campaign video, which combines V’s signature aura with scenes portraying the comfort and relaxation a single cup of coffee can provide in modern life, deeply resonated with viewers. As of September 2, it had surpassed 50 million cumulative views.
According to Compose Coffee, the campaign led to a notable rise in Gen Z female customer inflow and revisit rates. The app’s purchase conversion rate also increased, demonstrating how V’s influence has translated into strong consumer loyalty — further proving his positive impact on the brand. Meanwhile, on the 15th, Compose Coffee achieved the milestone of opening its 3,000th franchise nationwide, showcasing its unrivaled brand power."
Written by Mun Wan Sik
Translated by Lee So Yun
