The low-cost coffee brand, Compose Coffee, has selected BTS's V as its new model and is gearing up to enhance brand awareness. Especially, with BTS being a globally famous group, the prospect is that Compose Coffee's overseas expansion will accelerate.
According to the industry on the 20th, Compose Coffee has signed a modeling contract with BTS's V. Posters featuring V are expected to be displayed at Compose Coffee stores nationwide starting from this month. Additionally, TV advertisements featuring V are scheduled to be broadcasted from January next year.
It has been reported that V completed the shooting of a Compose Coffee advertisement video before his enlistment on the 11th of this month.
Before finalizing the contract, Compose Coffee went through the process of obtaining the consent of franchisees. The majority of franchise owners showed positive reactions to the selection of V as the model.
Compose Coffee plans to expand its overseas business by leveraging the new model. Compose Coffee started its overseas venture by opening its first store in Singapore in September. After evaluating market viability with its first overseas outlet, the company plans to decide on further store expansion.
The parent company of Compose Coffee, JM Coffee Group, is also constructing a new headquarters near Garosu-gil in Gangnam-gu, Seoul. JM Coffee Group, which originated in Busan, sees the new headquarters as a leap forward. Compose Coffee has been maintaining a rapid growth trajectory, surpassing 2,400 stores this year. With the goal of achieving 2,500 stores set for last year already in sight, reaching over 3,000 stores is not far off.
The competition with the coffee brand Mega MGC Coffee, fronted by football player Son Heung-min, is expected to become even more intense. Mega Coffee previously elevated its brand recognition by consecutively selecting Son Heung-min and the idol group ITZY as brand models.
A Compose Coffee official stated, "We have finally confirmed the contract with V."
<Translated by=Gawon Park(Dispatch)>
