Inside BTS V’s biggest brand collaborations in 2026, from Celine to Compose Coffee
In 2026, Kim Taehyung’s brand collaborations form a clear extension of his public profile as V from BTS. Following his return from military service in 2025, V’s commercial partnerships have unfolded across fashion, jewellery, outdoor apparel, beauty and beverage sectors, each supported by formal ambassador announcements and structured campaigns. The scope is international, spanning Paris, Seoul and Tokyo, and reflects both heritage luxury houses and mass-market consumer brands. Rather than isolated endorsements, these projects operate as ongoing brand relationships with defined product focus and regional strategy. For curious fans, here are details behind V’s ongoing brand collaborations with Celine, Cartier, Snow Peak Apparel, TIRTIR, Yunth, Coca-Cola and Compose Coffee, examining how each has been positioned within the 2026 landscape.
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Celine
V was officially appointed Celine’s global brand ambassador in March 2023, with the label and its creative director Hedi Slimane referring to him as the brand’s signature “Celine Boy.” His first official engagement for the house was a pop-up opening in Seoul that spring, followed by appearances at high-profile events such as a private dinner during the Cannes Film Festival. In October 2025 he represented Celine at Paris Fashion Week for the Spring/Summer 2026 show, where he attended multiple presentations and was widely photographed in looks from the brand. Coverage from the event noted significant social media engagement tied to his presence and outfits, and Celine showcased imagery of him across its official channels during the season. The relationship with Celine continues into 2026 as an ongoing ambassador role that centres on appearances, campaign visibility and association with the brand’s seasonal narratives rather than a single product launch.
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Cartier
Cartier appointed Kim Taehyung as a global brand ambassador in July 2023, with his first major activity being the Panthère de Cartier campaign. The French maison presented him as the face of this signature line, featuring him in imagery alongside iconic pieces such as sculptural diamond rings, the tête-à-tête panther bracelet and the Révélation d’une Panthère watch. Cartier’s leadership emphasised the panther motif as central to the collection and framed V’s presence as aligned with the line’s design language and heritage. The ambassadorship is positioned as a long-term alignment with a core jewellery family rather than tied to a limited product release or seasonal capsule. His association with Cartier continues in brand materials and editorial features.
Snow Peak Apparel
In August 2025 Japanese outdoor brand Snow Peak Apparel announced BTS V as its global brand ambassador for its 2025 Fall/Winter line, marking one of the few outdoor lifestyle partnerships in his roster of brand collaborations. The reveal began with a short teaser video titled “He is coming!” shared on Snow Peak’s social platforms, showing V in a forest setting that visually mirrored the label’s emphasis on nature and outdoor living. The official imagery and subsequent lookbook present him in core pieces from the collection—puffer jackets, coordinated seasonal layers and technical outerwear—set against wooded backdrops and fields, aligning with the brand’s outdoor ethos. The campaign’s rollout included broad visibility in South Korea during the Chuseok holiday period, with billboards and posters placed in high-traffic locations such as transport hubs, and a notable surge in online traffic to Snow Peak’s website following the announcement. Early sales data reported strong performance tied to the campaign, suggesting continued commercial momentum for this brand collaboration into 2026.
TIRTIR
In late 2025, Korean beauty label TIRTIR confirmed V as its global brand ambassador. The collaboration marks his first official K-beauty ambassadorship with a domestic cosmetics brand known for its inclusive shade offerings and signature products like the Mask Fit Red Cushion foundation. Announced via press and teased on social media, the partnership is structured to support TIRTIR’s global expansion, with campaign visuals and pop-up activations signalling a broader market outreach.
Yunth
In September 2025, Japanese skincare brand Yunth appointed Kim Taehyung as its exclusive ambassador, marking his first solo partnership in Japan’s beauty sector. The collaboration centres on Yunth’s flagship Raw VC Whitening Serum, with campaign imagery highlighting natural lighting, minimalist packaging and skincare routines that reinforce the brand’s focus on transparency, self-expression and natural radiance. The announcement emphasised that V would feature in both print and digital campaigns across Japan, including major department stores, online retail platforms and social media channels. Industry observers noted that exclusive celebrity ambassadorships are relatively uncommon in Japan, where brands often adopt multi-face campaigns, making V’s role particularly prominent and strategic. Early campaign reports highlighted strong social engagement, with fans responding to both the aesthetic presentation and the product-focused messaging, positioning this brand collaboration as a key vehicle for Yunth’s market expansion.
Coca-Cola
In June 2025, Coca‑Cola Korea named Kim Taehyung as its official brand ambassador, marking his first solo campaign with the company separate from BTS’s prior group partnerships, including World Cup activations. The collaboration focuses on Coca‑Cola Zero and associated seasonal promotions, with campaign visuals showing V engaging in everyday, relatable moments while holding the product. The rollout spans print, outdoor and digital media across South Korea, including billboards in high-traffic urban areas and content for the brand’s social platforms. Messaging centres on refreshment, approachability and enjoyment in daily life, aligning Coca‑Cola’s image with V’s personal appeal. Local marketing coverage highlighted strong fan engagement, with social interactions and shares contributing to the campaign’s visibility.
Compose Coffee
In late 2025, Compose Coffee, a South Korean coffee franchise under the Jollibee Group, launched its first artist collaboration with Kim Taehyung through the limited-edition “V COMPOSED” menu. The series includes three drinks—Rich Allegro, Yuja Staccato and Dolce Serenade—each featuring flavour profiles built around local ingredients such as citrus, grapefruit, honey and espresso. Campaign visuals highlighted V in branded settings, with specially designed cup sleeves and promotional content across thousands of outlets nationwide. Digital teasers and social media posts amplified the rollout, generating significant online engagement. The collaboration exemplifies how V’s influence extends into lifestyle and F&B, translating celebrity presence into tangible products while maintaining a curated, experiential approach. This brand collaboration with V remains one of his most prominent 2025‑26 commercial partnerships.
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