A new controversy is brewing around BTS star V after reports revealed that coffee chain Compose Coffee is seeking to renew its endorsement contract with the singer for a third consecutive year.

While the company views the partnership as a major success, some franchise owners are openly questioning whether the expensive celebrity deal is actually helping their businesses.

According to industry reports, Compose Coffee recently sent franchise owners a consent vote regarding a proposed new contract that would keep V as the brand’s ambassador from July 2026 through June 2027.

The proposed campaign reportedly carries a total advertising budget of approximately ₩7.35 billion KRW (around $4.8 million USD).

The biggest source of controversy is not the size of the contract itself, but who will help pay for it.

Under the proposal, Compose Coffee would cover roughly 60% of the advertising expenses. The remaining 40%—estimated at nearly ₩2.94 billion KRW—would be distributed among franchise owners through monthly fees.

For individual stores, the additional cost reportedly amounts to about ₩80,000 KRW (approximately $52 USD) per month.

While that figure may not sound enormous on its own, some owners argue that they are being forced to contribute to a marketing campaign they never requested.

Several franchise owners have publicly expressed frustration, claiming they have not seen meaningful sales growth from V’s endorsement despite the massive investment.

One owner reportedly stated that many operators feel there has been “zero BTS effect” at the store level, arguing that if the partnership had produced obvious business results, resistance would not be so strong.

Others went even further, describing the ongoing payments as financially burdensome and suggesting that some owners have considered legal action over the issue.

The dispute has also expanded beyond finances.

Some franchise owners reportedly requested greater transparency regarding the voting process, asking headquarters to disclose which stores voted for or against the renewal proposal.

Compose Coffee declined those requests, citing concerns that revealing voting information could create conflict among franchise operators.

The company, however, continues to defend the partnership.

According to Compose Coffee, V’s involvement has significantly increased both brand awareness and consumer preference since he first became the company’s ambassador. Executives also note that the financial burden on individual stores would actually be lower than in previous years, with monthly contributions reportedly reduced by more than 11% compared with the prior contract.

The debate is particularly notable because this would mark V’s third consecutive year as the face of the brand.

Reports indicate that Compose Coffee spent roughly ₩6 billion KRW on advertising involving V in 2024 and increased that figure to approximately ₩10 billion KRW in 2025 before proposing the new ₩7.35 billion KRW campaign for 2026-27.

The controversy has quickly divided fans and industry observers.

Supporters argue that celebrity endorsements are designed to build long-term brand recognition rather than generate immediate sales spikes at individual locations. They point out that V remains one of the most recognizable celebrities in Asia and that his association with the brand gives Compose Coffee visibility that many competitors cannot match.

Critics, meanwhile, contend that franchise owners should not be required to share the cost unless the company can clearly demonstrate measurable benefits at the store level.

At the center of the debate is an increasingly common question facing franchise businesses around the world:

How much is brand prestige worth, and who should pay for it?

For now, the future of V’s partnership with Compose Coffee appears to depend on the franchise-owner vote. If a majority approves the proposal, the BTS star is expected to continue as the company’s ambassador through mid-2027.

Regardless of the outcome, the situation has become one of the most closely watched endorsement controversies involving a K-pop star this year, highlighting the growing tension between celebrity-driven marketing strategies and the business realities faced by franchise operators.