“Taehyung Challenges All” – Fans Share Reactions as Ediya Coffee Names First Model, Influenced by BTS Idol’s Success with Compose Coffee

On October 9, 2023, Segye Ilbo, a prominent South Korean news source, reported a significant development in the coffee industry influenced by BTS member Taehyung’s role as the brand ambassador for Compose Coffee. This influence prompted a rival chain, Ediya Coffee, to announce the hiring of its inaugural model in its 23-year history, casting actor Byeon Woo-seok in the promotional spotlight.

According to Segye Ilbo, Ediya Coffee’s decision to enter the modeling arena was a direct result of the positive effects seen from Taehyung’s work with Compose Coffee. Following his appointment as their ambassador, Compose Coffee experienced a remarkable 24% surge in franchise numbers, rising from 1,901 to 2,361 in less than a year.

This news has undoubtedly thrilled his fans, who express pride in Taehyung’s influence extending beyond music to impact various brands, even those outside his direct affiliations. Here’s how fans reacted to the news circulating on social media:

“Taehyung is competition for everyone.”

“Truly, this shift in advertising strategies by other coffee brands was somewhat predictable after Taehyung’s impressive influence,”noted a user on X.

“Taehyung is single-handedly transforming the coffee industry,”a fan stated on X.

“I’m genuinely impressed with Compose Coffee’s ambassador; they’ve effectively promoted his music as well, and the visuals are stunning,”commented a netizen.

More fans expressed admiration for Taehyung’s growing influence on Ediya Coffee:

“This is true impact.”commented a user on X.

“I remember when Taehyung’s appointment earlier this year caused a crisis meeting at another coffee brand,”shared a fan.

“One word: ‘impact’—Kim Taehyung,”said another netizen on X.

“Kim Taehyung must be incredibly influential to not only yield such notable results for his associated brands but also to inspire others to adapt their strategies,”added a fan on X.

Key Highlights of BTS’ Taehyung’s Role with Compose Coffee

In January 2024, BTS’ Taehyung was officially designated as the brand ambassador for the South Korean coffee brand, Compose Coffee. Following this appointment, the company’s application experienced a noteworthy surge of 2.6 million new users. With the release of additional promotional content featuring Taehyung, the brand witnessed numerous impressive outcomes.

The brand achieved a remarkable 72% increase in sales of their Citron Tea within just two days after Taehyung’s endorsement. Seven months into his ambassadorship, Jollibee Foods disclosed plans to acquire a majority stake in Compose Coffee as part of a global agreement, valuing the company at $340 million.

Notably, Compose Coffee ranked 2nd in the coffee shop trend index ratings for the first time in its history and topped the real-time search rankings on Baemin, South Korea’s leading food delivery service. Furthermore, Taehyung also made waves with his YouTube advertisements for Compose Coffee, attracting an impressive 40 million viewers, shattering the previous record held by several individuals, including ITZY and Son Heung-min, who had amassed 3 million views.

As Taehyung’s influence in the coffee sector continues to soar, fans are elated and celebrating this remarkable impact.

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