So here we go again. On October 12, Taehyung posted a new photo on Instagram featuring his Coca-Cola Zero campaign, proudly holding the iconic red bottle. It should’ve been a simple brand update—one of many from his ambassador work—but instead, it sparked backlash online.
Some netizens criticized the post, connecting it to the ongoing boycott of Coca-Cola over its alleged ties to companies profiting amid the genocide in Gaza. The moment he uploaded the picture, X lit up with messages urging him to “do better,” “educate himself,” and “not promote companies financing war.”
Now, here’s the thing—Taehyung didn’t write a political statement. He didn’t endorse violence or ignorance. He just posted a campaign photo from a brand he’s been officially representing since early 2025. But as usual, nuance vanished somewhere between the upload button and social media hysteria.
Some people argued he should’ve known better given the international context, while others defended him, pointing out that celebrity endorsements—especially those contracted months in advance—aren’t as simple as “just say no.” Artists don’t run corporate release schedules. And pretending he intentionally meant harm is not only unfair—it’s ridiculous.
Fans quickly spoke up to defend him, emphasizing that Taehyung has always been a respectful, thoughtful individual who avoids controversies and promotes positivity. Many also called out how selective outrage seems to target BTS more than anyone else. As one fan put it, “Celebrities from ten other countries work with Coke too, but sure—let’s yell at the Korean guy.”
While the online backlash was loud, the overall sentiment among fans was clear: people need to stop acting like idols are international diplomats responsible for global corporate ethics. Taehyung is a singer, performer, and brand ambassador—not the CEO of Coca-Cola.
It’s fair to have conversations about consumer ethics and boycotts. But directing hate at an artist who’s simply fulfilling his professional role isn’t activism—it’s misplaced aggression. Especially when that artist happens to be one of the most respectful and genuine people in the industry.
Taehyung didn’t start a war. He posted an ad. Maybe we can save the fury for the people actually causing harm.
