Photo Credit: Costco, Marina Del Rey, Los Angeles, by Digital Music News
As Hybe pushes record revenues riding the BTS comeback wave, new brand deals seem to be popping up in the wild, like these flavored coffee drinks at Costco.
BTS’s ARIRANG World Tour continues to generate significant revenue for Hybe, and fans are eager to purchase any available merchandise. Hybe just reported record revenue and operating profit for Q3, thanks to BTS’ return and other big acts like Katseye and Enhypen. Now, BTS fever appears to be heating up, as evidenced by the increasing number of brand deals spotted in the wild.
Digital Music News checked out these BTS-branded Hybrew Classic Cafe Latte drinks at Costco on Tuesday, but the launch isn’t Costco-exclusive. The pop-up’s Instagram post notes several Costco locations across California and Texas where the drinks will be available in-store and mentions that San Diego is next on the list.
“Find BTS Special Package Classic coffee inside 13 Costco warehouses!” the pop-up announcement reads on Instagram. “Come say hi, grab a sample, and take some home.”
The coffee comes in four flavors, each featuring a different member of BTS: Americano for RM, Sweet Americano for Jungkook, Cafe Latte for Jin, and Vanilla Latte for V. Why are the other members not represented here? We’re not sure.
Notably, a similar product from the same company was available last year at 7-Eleven, featuring all seven members of the group. However, that product seems to have only come in two flavors, rather than a different flavor for each member.
This is just the latest in a long history of promo products, such as BTS-branded Oreo cookies, which are seriously bumping up revenues for Hybe alongside the ongoing tour, merch, music, and everything else that goes into running a major fandom machine. As a group, BTS has had recent collaborations with Nike, McDonald’s, and Google Gemini, but they’ve also had tons of individual brand ambassadorship opportunities just in the last few years.
An avid art collector, RM was most recently named the global ambassador of the National Museum of Korea. He’s also been the global ambassador for Italian luxury brand Bottega Veneta since 2023.
Jin, as the group’s oldest member, was discharged from the South Korean military in June 2024, and immediately he secured several lucrative brand deals. These include Fred Jewelry, Gucci, Alo, Laneige, Dongwon Tuna, and Lucido-L. He has also appeared in ads for several of those companies and even launched his own craft alcohol brand, IGIN, in December 2024.
Suga has been the global brand ambassador for Valentino since 2023, and though he hasn’t been seen promoting the brand heavily since before his military service, he regularly wears it at press functions. Ahead of BTS’ official comeback earlier this year, Suga was also announced as Samsung’s official brand ambassador for the Galaxy Buds 4 Pro.
In 2023, j-hope became Louis Vuitton’s house ambassador and has remained an active spokesperson for the brand. He has also been a brand affiliate for luxury watchmaker Audemars Piguet since 2025, and he launched a capsule collection with Japanese brand HUMAN MADE later that year. Like Suga, he also has a Samsung brand deal as the spokesperson for the Samsung Galaxy Z Fold Wide. Most recently, j-hope was featured in a Colgate commercial for the Optic White “Sunshine Smile” campaign.
Jimin has been a global ambassador for Dior since 2023 and recently attended the luxury brand’s Spring/Summer 2026 Fashion Show during Paris Fashion Week. Last December, he was named as the new ambassador for the Korean skincare product LADOR.
V has had at least eight major brand campaigns since 2023, including French fashion house Celine and luxury goods giant Cartier. Following his military discharge, he became the brand ambassador for Coca-Cola Korea, the Korean beauty brand TIRTIR, the Japanese outdoor lifestyle brand Snow Peak, the Japanese beauty brand Yunth, and Korea’s Paradise City resort. Since July, he has been named the brand ambassador for several more brands, including Korean brand Jinro, athletic company Champion, and Nothing’s Headphones.
Finally, Jungkook, BTS’ youngest member, has been Calvin Klein’s brand ambassador since 2023. He recently released his own collection with the brand, which sold out in the U.S. in under 30 minutes. Since his military discharge, he’s become the global ambassador for Chanel Beauty, Swiss luxury watchmaker HUBLOT, and British luxury jewelry house Graff.
