Compose Coffee is moving forward with plans to renew its endorsement contract with V of BTS, but the decision has sparked significant discontent among its franchise owners. As a franchise-based business, the company has proposed sharing the renewal costs with store operators and needs approval from at least 50% of them to proceed. The total cost for extending the partnership with the global superstar is approximately 7.35 billion won, to be divided on a 6:4 ratio between the head office and the franchisees.

Under the proposal, each branch would contribute around 80,000 won per month. Given that a regular cup of coffee sells for about 1,500 won, this monthly payment equates to the revenue from roughly 54 cups. While the company views the collaboration as a valuable marketing investment, many franchise owners feel the financial burden is too heavy, especially when actual sales growth does not appear to match expectations. The situation has created tension within the brand’s network, raising questions about the true value of high-profile celebrity partnerships in a competitive coffee market.

The proposed renewal highlights the challenges faced by franchise businesses when balancing brand-building strategies with the practical realities of individual store operations. V’s immense popularity as a member of one of the world’s biggest music groups was expected to deliver a strong promotional boost, but opinions among store owners are sharply divided. The need for majority approval adds another layer of complexity, as the company must carefully navigate internal pushback while trying to maintain its marketing direction.

Franchise Owners Voice Strong Opposition and Financial Concerns

A significant number of franchise operators have expressed dissatisfaction with the cost-sharing arrangement. Many argue that they are already struggling to make ends meet by selling affordable cups of coffee at 1,500 won each, only to be asked to contribute to advertising expenses for a major celebrity they did not specifically request. The feeling of being “forced” to pay tens of billions of won in collective marketing fees has created resentment, particularly when the anticipated “BTS effect” on daily sales has not materialized as strongly as hoped.

Some owners have gone as far as considering legal action, describing the situation as oppressive and unsustainable. They point out that while V’s fame brings attention, it does not necessarily translate into consistent increases in foot traffic or revenue at the store level. This gap between brand-level visibility and actual business performance has become a major point of contention. For small business owners operating on thin margins, the additional monthly burden represents a noticeable strain that impacts profitability.

The frustration reflects broader challenges in the franchise industry, where individual operators often bear a portion of national marketing costs. In this case, the scale of the investment in a top-tier K-pop idol has amplified concerns. Many feel that the benefits are unevenly distributed, favoring the head office’s brand image more than the day-to-day realities of running a local café. This growing opposition could potentially delay or even jeopardize the renewal if the required 50% approval threshold is not met.

Company Response, Public Opinions, and Path Forward

Compose Coffee has responded by noting that some franchise owners had previously requested celebrity endorsement campaigns to help the brand compete more effectively with rivals. The company claims that brand awareness and customer preference have noticeably improved since V became the face of Compose Coffee. In an official statement, the head office expressed willingness to continue discussions with store owners to develop marketing strategies that reduce financial pressure while still enhancing competitiveness.

From the perspective of many netizens, using a high-profile ambassador like V adds prestige to the brand, helps attract international tourists, and generates valuable media coverage. Supporters argue that other coffee chains charge even higher marketing fees without securing endorsements from stars of comparable global influence. They view the partnership as a smart long-term investment that elevates the brand’s image in a crowded market.

The company has emphasized its commitment to ongoing dialogue aimed at balancing the needs of franchisees with overall brand growth. This situation underscores the complex dynamics between corporate marketing ambitions and the practical concerns of individual business owners in a franchise system. As discussions continue, both sides will need to find common ground to ensure the brand’s sustained success.

For V and his agency, the potential renewal represents continued high-level brand collaboration, while for Compose Coffee, it is about leveraging star power to stand out. However, the strong resistance from franchisees serves as a reminder that celebrity endorsements must ultimately deliver tangible results across all levels of the business. The coming weeks will be critical as the company seeks the necessary support to move forward with the contract extension.

The debate around this renewal reflects wider industry conversations about the real return on investment in celebrity partnerships. While global stars like V can significantly raise a brand’s profile, translating that fame into consistent revenue growth at the store level remains a persistent challenge. Compose Coffee’s ability to address these concerns effectively may determine not only the future of its partnership with V but also the overall satisfaction and stability of its franchise network.