BTS Jin’s Fred Ambassadorship Sparks Fandom Fury: ‘ARMYs Have No Sense of Morality’

BTS Jin’s Fred Ambassadorship Sparks Fandom Fury: ‘ARMYs Have No Sense of Morality’

The announcement of BTS member Jin’s new role as the global brand ambassador for Fred, a luxury jewelry maison under LVMH, has sparked a heated debate among his fanbase, which came as a surprise to many.

On July 8, the announcement was made featuring Jin wearing Fred jewelry, resulting in a worldwide sell-out of several of the showcased items.

The designation of a prestigious ambassadorship would normally elicit a sense of joy and excitement among BTS fans, who are commonly referred to as ARMYs.

Despite this, many fans expressed disappointment and sadness over Jin’s partnership with LVMH, citing the conglomerate’s connections to Israel as a major concern.

Bernard Arnault, the owner of LVMH, has recently invested in Israeli cybersecurity firm Wiz, causing LVMH to become a target for pro-Palestinian boycotts.

Such technology fulfils two purposes for Israel, argues Loewenstein, who writes as a journalist and an Australian Jew who was raised to support Israel. It has enabled Israel to deepen its control over millions of Palestinians and to do so at a profit.

Palestinians now constitute a slight majority over Jews across Israel and occupied Palestinian territory, and every one of them is ‘defined as a threat’, writes the author. ‘Today, you’re able to identify and stop surveillance of the next Nelson Mandela before he even knows he’s Nelson Mandela,’ says an Israeli human rights lawyer quoted in the book.

Loewenstein wants to expose Israel as a hostile regime on a par with Russia and China. He conveys a palpable frustration with the fact that Israel has managed to excel at developing tools to maintain ethnonationalist rule and export them to dozens of countries, and at both a financial and diplomatic gain.

– Mairav Zonszein, Chatham House

The BDS (Boycott, Divestment, and Sanctions) movement, which promotes Palestinian rights, has not designated LVMH as a target for boycott.

Despite this, numerous Palestinian armed forces and their supporters are experiencing conflicting and disheartened emotions due to Jin’s association with a brand connected to Israel, in light of the ongoing political tensions in the area.

According to a knowledgeable observer, the connection to Zionism or Israel has become a divisive topic among the K-Pop community.

The discussion highlights a more extensive predicament encountered by artists as they navigate international collaborations in the midst of political sensitivities.

Additionally, the swift depletion of the Fred jewelry worn by Jin has introduced another level of intricacy.

Despite some arguments suggesting that the expensive products were likely bought by wealthy consumers rather than average fans, there are those who believe that Jin’s endorsement undoubtedly generates commercial appeal and indirectly affects sales.

Despite these changes, supporters have turned to outlets such as Weverse to openly communicate their worries with BTS members, although their conversations have frequently been censored.

This scenario has brought attention to the difficulties of managing personal endorsements and political beliefs within a fan community that is connected on a global scale.

While Jin fulfills his responsibilities as an Olympic torchbearer in France, his supporters are encouraging him to take into account the appeals for a ceasefire in areas of conflict, such as Gaza.

The discussion regarding BTS’s worldwide impact and how it relates to geopolitical matters is expected to continue, influencing future discussions within the fan community and beyond.

Written by Cassidy Jones.

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