BTS V's 'Explosive Effect': Compose Coffee App Surges by 8.3 Million New Subscribers

Compose Coffee, currently featuring BTS member V as its brand ambassador, is experiencing a dramatic surge in app subscribers, proving the immense 'V effect'.

V became the face of Compose Coffee in December 2023, just before his military enlistment. Following his appointment, the number of app subscribers has rapidly increased, now exceeding 17.58 million. This means approximately one in three Koreans has signed up, representing 60% of the economically active population in the country. Notably, a remarkable 8.3 million new subscribers joined after V was selected as the model.

The Compose Coffee app, launched in February 2021 with 3 million users, surpassed 10 million subscribers by December 29, 2023, and crossed the 15 million mark on September 13th of this year. This growth is directly attributed to V's influence translating into consumer behavior.

A recently released campaign video, timed with V's discharge from military service, effectively promoted the brand's slogan 'Coffee, like coffee' and the new menu item 'V COMPOSED'. The video, embodying V's unique sensibility and the solace found in a cup of coffee, resonated deeply with viewers, achieving over 50 million cumulative views as of September 2nd.

Compose Coffee reported that this campaign significantly boosted the acquisition and repeat visit rates among Gen Z female customers, alongside an increase in app-based purchase conversion rates. This highlights V's influence extending beyond mere buzz to foster genuine customer loyalty.

Additionally, Compose Coffee celebrated reaching its 3,000th store nationwide on the 15th. Attention is now focused on how the aggressive marketing strategies with V will continue to drive the brand's growth.

V released his successful solo album 'Layover', showcasing his diverse musical talents and further cementing his status as a global artist. He is also recognized for his impeccable fashion sense, often referred to as 'Human Gucci,' influencing trends worldwide. His artistic endeavors continue to captivate a vast international audience.