BTS member V (Kim Taehyung) continues to prove his massive influence on global brands as his ambassadorship with South Korea’s Compose Coffee drives international expansion. The coffee chain is officially opening in the Philippines in 2026, and fans are already calling it the “V effect” after new data revealed his collaboration brought in millions of new customers. The announcement has sparked excitement among Filipino ARMYs who have been waiting for the brand to arrive since V became its face.
The Jollibee Group, which owns a 70% stake in Compose Coffee, confirmed through its subsidiary Fresh N’ Famous Foods Inc. that the brand will launch in the Philippines this year under a master franchise agreement . This move brings the popular South Korean value coffee chain to one of Southeast Asia’s fastest-growing coffee markets, and fans are crediting V for putting the brand on their radar.
The Numbers Behind the ‘V Effect’
When Compose Coffee named BTS V as its brand ambassador, the partnership delivered results that exceeded all expectations. According to the Jollibee Group’s January 2026 report, the Compose Coffee mobile app reached 17.59 million cumulative users in South Korea . That figure represents approximately one in three Koreans and about 60% of the country’s economically active population.
The most striking number came after V’s marketing collaboration with the brand. New subscribers to the Compose Coffee app surged by 8.3 million following the partnership with the BTS member . Industry observers point to this massive jump as clear evidence of what fans now call the “V effect”—the ability of Kim Taehyung to drive consumer engagement and brand loyalty simply by being associated with a product.
Compose Coffee’s leadership acknowledged the impact. Under CEO Hongsuk Kim, the brand delivered what it described as the most successful marketing and product campaign in its history . The “Buyeo Chestnut” menu launch, supported by digital content featuring V, sold over 400,000 cups in its first week and generated 15 million views for its promotional campaign .
V’s Personal Touch: The Special Menu Collaboration
The connection between V and Compose Coffee grew even stronger in early 2026 when the brand launched its first-ever artist collaboration. The “V Composed Menu” debuted across South Korea, featuring three drinks inspired by the singer’s personal tastes .
The menu includes:
- Lychee Allegro – A tea brewed with Cheonggyul chamomile and topped with lychee, featuring purple coloring that represents V’s fan community
- Yuja Staccato – A bright smoothie highlighting Goheung-grown yuja and grapefruit, reflecting V’s known fondness for yuja tea
- Dolce Serenade – A latte combining Compose Coffee’s signature blended milk, Korean wild honey, and espresso, serving as the flagship offering of the collaboration
This special menu showcases local Korean ingredients alongside V’s personal preferences, giving fans a chance to connect with the idol through their coffee choices . The collaboration represents Compose Coffee’s growing global ambitions under Jollibee Group ownership.
Filipino ARMYs React to 2026 Launch Confirmation
News of Compose Coffee’s Philippine debut has generated significant buzz among Filipino fans of BTS. Social media platforms lit up with reactions after Jollibee Foods Corp. officially announced the 2026 launch timeline.
“Compose Coffee in the Philippines soon (?) Jollibee, push mo na yan!” one fan posted on social media platform X, reflecting the excitement building within the local ARMY community . Another fan highlighted the business logic behind the move, writing, “This is a big Taehyung impact, Jollibee has franchises all over the globe too so if they decide to partner, they can co-brand. They really know fast food as well” .
Some fans are already hoping for a deeper connection between the Filipino food giant and the BTS member. “Manifesting Jolli-V collab/ambassadorship,” a Filipino ARMY commented, expressing interest in seeing V potentially work with Jollibee directly .
The excitement makes sense given the numbers. Compose Coffee has established itself as South Korea’s top coffee franchise for customer satisfaction, and its association with V makes it particularly appealing to the massive Filipino ARMY fanbase .
Jollibee’s Big Coffee Bet
Jollibee Foods Corp. acquired a 70% stake in Compose Coffee for $340 million in 2024, marking its biggest acquisition in terms of store count . At the time of the acquisition, Compose Coffee operated over 2,600 stores in South Korea. By September 2025, the chain had crossed 3,000 stores, adding about 1,000 locations in just 18 months .
Joseph Tanbuntiong, CEO of Jollibee Group Philippines, expressed enthusiasm about bringing the brand to local consumers.
“We are extremely excited to introduce Compose Coffee to the Philippines this 2026, aligned with its mission of making high-quality coffee more accessible to consumers. This planned launch strengthens one of our key strategic growth pillars—the coffee and tea segment—and positions the Jollibee Group to play a more meaningful role in our customers’ daily routines.”
Richard Shin, chief financial and risk officer and CEO of Jollibee Group International, added context about the brand’s potential.
“Compose Coffee’s entry into the Philippines reflects the Jollibee Group’s commitment to scaling brands with strong global potential. In every market where it operates, we’ve seen a disciplined operating model and deep focus on product quality that creates a repeatable formula for growth. We’re excited to bring that momentum to the Philippines and introduce more consumers to a brand that delivers both excellence and accessibility in every cup.”
The Philippine launch represents a key step in Jollibee’s strategy to expand Compose Coffee across Southeast Asia. The company sees strong potential in the region’s growing coffee culture and price-sensitive but quality-conscious consumers .
What Makes Compose Coffee Different
Founded in Busan in 2014, Compose Coffee has grown into one of South Korea’s most successful coffee franchises through a combination of operational efficiency and smart branding . The chain operates its own large-scale coffee roasting plant, which allows it to control quality while keeping prices competitive .
The brand’s core menu focuses on everyday coffee drinks like Americanos and flavored lattes, but it also offers Korean-inspired options that keep the lineup fresh and interesting . Its “smart roasting system” enables precise control from bean selection to flavor consistency across thousands of stores .
Before the BTS V partnership, Compose Coffee had already earned recognition as “South Korea’s favorite coffee shop” at the 2023 Korea’s Most Loved Brand Awards, an event organized by Forbes Korea . The brand also ranks first in the Korean coffee industry for highest growth rate in franchised stores and brand satisfaction .
Financial Performance and Growth Trajectory
The Jollibee Group’s investment in Compose Coffee is already showing returns. For the fourth quarter of 2025, Jollibee reported systemwide sales growth of 12% to ₱122.3 billion, its strongest quarterly performance on record . Full-year systemwide sales rose 16.6%.
The international segment grew 15.4%, with Compose Coffee leading the way at 24.2% growth, followed closely by Highlands Coffee at 23.1% . These numbers demonstrate the strength of Jollibee’s coffee and tea portfolio and support the company’s decision to expand Compose Coffee into new markets.
Richard Shin attributed the strong performance to “broad-based demand across both our Philippines and international businesses, the strength of our brandfolio, and the scalability of our growth platforms” .
Looking at the Philippine Coffee Market
The Philippines has become a battleground for coffee brands racing to capture market share through compact stores, efficient operations, and aggressive pricing . Compose Coffee enters this competitive landscape with a playbook proven in South Korea’s intense coffee market, often called the “Coffee Republic” for its high consumption and trend-driven nature .
Compose Coffee’s value positioning could resonate strongly with Filipino consumers who increasingly seek quality at accessible price points. The brand’s credential as the No. 1 coffee brand in customer satisfaction in its home market gives it a strong selling point .
The launch timing also aligns with rising coffee consumption across urban and provincial markets in the Philippines. Jollibee sees coffee as an integral part of consumers’ daily routines and wants to embed its brands deeper into those habits .
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V’s Growing Business Influence
The Compose Coffee success story adds to the growing list of examples showing BTS V’s commercial power. His ambassadorship has transformed the coffee chain’s digital engagement, driving millions of new app users and creating measurable sales bumps for promoted products.
For Filipino ARMYs, the 2026 launch means they will finally get to experience the coffee brand their idol represents. The connection between V and Compose Coffee gives the brand instant recognition and emotional resonance with a massive fanbase that spans generations.
Whether the “V effect” will translate to similar success in the Philippines remains to be seen, but early signs point to strong consumer interest. Filipino fans have already demonstrated their willingness to support brands associated with BTS members, and Compose Coffee enters the market with a significant advantage over competitors who lack that celebrity connection.
The coffee chain’s arrival in the Philippines represents more than just another international brand opening stores. It brings with it the cultural weight of K-pop and the specific appeal of one of BTS’s most beloved members. For fans, every cup of Compose Coffee will come with a connection to V—and that emotional link might prove just as valuable as the quality of the coffee inside the cup.
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