Kpop Review

BTS' BT21 Under Fire for Unexpected NewJeans Endorsement

A social media storm erupted as BT21, the iconic brand linked to BTS, found itself embroiled in controversy after inadvertently endorsing NewJeans in a promotional post.

Known for its connection to the globally acclaimed K-pop group, BTS, BT21 has garnered immense popularity for its distinctive characters and merchandise, resonating deeply with ARMYs worldwide.

The incident unfolded on June 18, when netizens were taken aback by an advertisement on BT21’s X page promoting NewJeans’ products. The backlash was swift, with users expressing shock and anger at seeing a competing brand being endorsed under the BT21 umbrella.

The misstep ignited concerns among ARMYs, who felt that the promotion deviated from BT21’s core identity as a focal point for BTS-related content.

BT21, a collaborative creation between BTS and LINE FRIENDS, has evolved into a prominent brand with a global footprint. However, its affiliation with LINE FRIENDS, which engages in various partnerships, including NewJeans, raised questions about brand integrity and loyalty to BTS’s fanbase.

In response to the overwhelming response, the controversial ad was promptly removed, and BT21 issued a formal statement in both Korean and English, acknowledging the error and detailing the corrective measures taken.

The statement emphasized the rectification of settings and the commitment to fortify oversight mechanisms to prevent future mishaps.

The issued apology, signed off by Team BT21, sought to assuage concerns and ensure ongoing support from fans. However, skepticism lingered among some followers regarding the explanation provided, underscoring the delicate balance between corporate partnerships and maintaining BTS’s distinct brand identity.

Prior to the delete tweet and public apology, the hashtag “DO NOT USE BTS LINE FRIENDS” trended worldwide, highlighting the intense scrutiny surrounding the incident.

Against the backdrop of the ongoing conflict between HYBE and ADOR, the misstep amplifies the complexities of managing brand collaborations and aligning with fan expectations.

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