The number of subscribers to Compose Coffee's proprietary app, for which BTS's V serves as a promotional model, is rapidly increasing. V was selected as Compose Coffee's promotional model on December 20, 2023. At that time, he had already completed filming the commercial videos before his military enlistment. After the news of V's appointment as a model was announced, the number of Compose Coffee app subscribers noticeably increased. Currently, the total number of subscribers has reached 17,589,812. This means that one in three of South Korea's approximately 51.75 million people has subscribed, accounting for 60% of the country's economically active population of about 29.36 million. Since V was appointed as a model, 8.3 million new subscribers have joined, proving the "V Effect."

Compose Coffee launched its proprietary app in February 2021, reflecting customers' preferences for contactless ordering and reducing menu pickup time. At launch, the number of subscribers was 3 million. As of December 23, 2023, shortly after V was appointed as a model, the app's cumulative subscribers reached about 9.3 million, and on December 29, it hit 10 million. Later, on September 13, 2024, the app's cumulative subscribers surpassed 15 million.

After V's discharge, Compose Coffee launched an aggressive marketing campaign. The recently released new campaign video features the brand slogan "Coffee, as coffee should be" and promotes the new menu item "V COMPOSED." This campaign video, expressing the comfort and relaxation coffee provides to modern people along with V's unique atmosphere, resonated with many consumers. As of September 2, the campaign video's cumulative views exceeded 50 million.

Compose Coffee stated that due to V's campaign, the inflow and revisit rates of female customers from Generation Z have clearly increased. The app-based purchase conversion rate has also risen, demonstrating that V's influence is translating into consumer loyalty. This is regarded as a case that proves the positive impact V has had on the brand.

Meanwhile, as of the 15th, Compose Coffee has achieved 3,000 franchise stores nationwide, demonstrating its unrivaled brand power. This serves as an indicator of the company's continuous growth and expansion. Along with V's modeling activities, Compose Coffee is raising brand awareness, and this trend is expected to continue in the future.