It’s official—Taehyung has turned coffee into a movement. The Compose Coffee app just hit a mind-blowing 17,589,812 subscribers, and it’s all thanks to the so-called “V Effect.”
Compose Coffee launched their app in early 2021 with about 3 million subscribers. Nothing outrageous yet. But then Taehyung became their brand model at the end of 2023, and boom—user numbers skyrocketed. After he came on board, 8.3 million new users signed up. By late 2024, they passed 15 million. Just recently, they crossed that 17.5 million mark. That’s basically one in every three Koreans using the app, and around 60 percent of the country’s economically active population.
He didn’t just appear on posters—this was a campaign built with him. Compose Coffee launched the “V COMPOSED” lineup in August 2025: new drink flavors inspired by his artistic style, like Rich Allegro, Yuja Staccato, and Dolce Serenade. They dropped promotional videos that felt more like mini music films—vibes, aesthetics, emotion—all wrapped up in coffee. Those videos have already racked up over 50 million views on Instagram alone.
The results aren’t just flashy numbers. The app saw huge growth from Gen-Z female users, more app purchases, and higher customer return rates. On top of that, they opened their 3,000th store nationwide recently, and it’s clear V’s influence boosted both digital and real-world growth in one swoop.
Fans couldn’t stop celebrating online. “V FOR COMPOSE COFFEE” and “COMPOSE COFFEE MODEL V” became trending phrases. Hashtags like #TaehyungxComposeCoffee and #VxComposeCoffee exploded, with tweets flexing pride in how much influence their bias holds.
So here’s the summary: Taehyung wasn’t just a pretty face in coffee ads. He turned coffee-ordering into an event, drove massive app growth, and cemented the “V Effect” as a tangible force. He elevates everything he touches—music, visuals, and apparently even coffee culture.
