In the months since increased attention was placed on the Israel-Palestine Crisis, K-Pop fans have raised their voices to show support. A boycott of K-Pop’s “Big 4” companies — SM Entertainment, JYP Entertainment, HYBE, and YG Entertainment — was recently announced by netizens.
Fans Organize Boycott Of K-Pop’s “Big 4” Companies In Support Of Palestine
However, HYBE has been the continued target of criticism from netizens as the hashtag #HYBEDivestFromZionism has remained trending over several months.
Netizens have pointed to multiple reasons for this “singling out.”
HYBE artists were included in the initial pushback against the intentional and unintentional promotion of boycott targets like Starbucks and McDonald’s.
K-Pop Idols w/ Starbucks in DECEMBER
(KimK Marketing after SB Dec7 loss context):
IVE Leeseo, Gaeul, Wonyoung
THEBOYZ Jaehyun
KEPLER Yujin, Hiyyih, Xiaoting
ATEEZ Seonghwa, San, Hongjoong
AESPA & Karina
Siwon
SEVENTEEN HOSHI
CNBLUE Yonghwa
TWICE Sana, Jihyo
BLACKPINK Jisoo
SOMI pic.twitter.com/QLXQLt4i85
— blue (@pfwjennie) December 26, 2023
However, even after one of its artists, ENHYPEN‘s Jake, apologized for drinking Starbucks during a live stream, the company did not take any steps to respond to fans’ concerns.
According to fans, the opposite occurred, first with an oddly timed promotion of NewJeans featuring Coca-Cola, another boycotted brand…
…then with LE SSERAFIM‘s recent behind-the-scenes video that included unblurred Starbucks cups.
multiple starbucks cups, an entire bag full of them in today’s content, after months of posting on weverse and trending hastags this is what hybe does. keep in mind that other labels were blurred so yeah fuck hybe and keep boycotting them #HYBEDivestFromZionism pic.twitter.com/Lc2AEX0mQe
— pio makes it look easy (@chaerizardd) January 23, 2024
Fans also criticized the company for working with artists like Justin Timberlake and Usher, who have openly announced their support of Israel.
However, the biggest reason for the company’s continued criticism lies with one of the subsidiary CEOs, Scooter Braun.
Scooter Braun | scooterbraun.com
Scooter Braun has been active in the industry for many years, working with top artists like Justin Bieber and Ariana Grande. Public opinion of Braun has been negative, starting with the highly publicized dispute with Taylor Swift over her master recordings.
In 2021, Braun was named CEO of HYBE America, a move many did not agree with.
Bang Si Hyuk (left) and Scooter Braun | @scooterbraun/Instagram
After October 2023, many discovered Braun’s continued support of Israel went further than signing a letter of support.
Through the years, the CEO has made his support clear, and in December 2023, he traveled to the region and met with IDF (Israel Defense Forces) soldiers, speaking at a rally in Tel Aviv.
Many have blamed the IDF’s continued airstrikes for the ongoing humanitarian crisis in Gaza that has left over 22,000 Palestinians dead and thousands more without necessities.
Because of this, fans have demanded that Braun be removed from his position with HYBE.
RT + REPLY
HYBE REMOVE SCOOTER BRAUN #하이브시오니스트를제거하다 #HYBEDivestFromZionism
— Carolyne⁷⁼¹ (@mhereonlyforbts) January 25, 2024
we do not support hybe projects with any organisational or cultural ties to zionism. as consumers, we urge you to divest from zionism & remove all zionists from hybe immediately, especially scooter braun#하이브시오니스트를제거하다#HYBEDivestFromZionism@HYBEOFFICIALtwt @hitmanb pic.twitter.com/7zba57KX4O
— w (@puppybunnyjk) January 25, 2024
let’s gooooo
HYBE, DIVEST FROM ZIONISM & REMOVE SCOOTER BRAUN NOW! #HybeOutWithZionism#하이브시오니스트를제거하다 #HYBEDivestFromZionism@HYBEOFFICIALtwt @hitmanb pic.twitter.com/mKYjPKu0lU
— izzy⁷ (@eternaljikooks) January 24, 2024
Hybe i know if you dont disassociate yourselves from zionism therell be more blood on your hands #HYBEDivestFromZionism pic.twitter.com/31BD50Nt7h
— Miriam FESTA⁷ (⟭⟬ face🪞 ) (@hobiriam) January 2, 2024
