A social media frenzy ensued when BT21, the renowned brand associated with BTS, became embroiled in a scandal following their unintentional promotion of NewJeans in a sponsored post.
BT21 has gained widespread popularity for its unique characters and merchandise, largely due to its association with the internationally renowned K-pop group, BTS. This has resonated strongly with ARMYs all over the world.
[Notice] RM Online Photo Exhibition <ARMY Photo Exhibition: ARMY’s Space> Viewing Guide (+ENG/JPN/CHN) https://t.co/ktuCou3wBr
— BTS_official (@bts_bighit) May 24, 2024
[Notice📢] 240614 KBS2 Music Bank pre-recording participation information (+ENG/JPN)🔗 https://t.co/jwVdoFdnhT #NewJeans #NewJeans #NewJeans_HowSweet #NewJeans_is_Everywhere
— NewJeans (@NewJeans_ADOR) June 12, 2024
On June 18, netizens were surprised to see an advertisement on BT21’s X page promoting NewJeans’ products. The response was immediate, with users expressing their shock and frustration at the sight of a rival brand being promoted under the BT21 banner.
The misstep sparked worries among ARMYs, who believed that the marketing campaign strayed from BT21’s fundamental purpose as a hub for BTS-related content.
Don’t promote other artists in this account when this “BT21″solely belongs to BTS, dpmo.pic.twitter.com/EwUuTjwIo2 https://t.co/1aPnNaZF33
— Srija⁷ ⋆ (@Borakimtae) June 18, 2024
Don’t promote other artists in this account when this “BT21″solely belongs to BTS, dpmo.pic.twitter.com/EwUuTjwIo2 https://t.co/1aPnNaZF33
— Srija⁷ ⋆ (@Borakimtae) June 18, 2024
Even BT21 Japan officials have more followers than line friends both combined..Its obvious at this point pic.twitter.com/BGMWnfFXLE
— Ricosan (@focusonjeon_) June 18, 2024
WAKE TF UP. @BT21_ You are created by BTS. https://t.co/NhS9Ms5VnE pic.twitter.com/8iToM6igcP
— V⁷ 🍉 (@adobubble) June 18, 2024
BTS carrying newjeans, bt21 carrying newjeans merches… I don’t like this hybe family agenda pic.twitter.com/UI8W0wB5to
— ً (@gigglekook) June 18, 2024
SINCE WHEN THIS BECOME A THING?? BT21 REALLY??? ARE YOU KIDDING RN IM SO FKING DONE WITH THIS BULLSHIT. pic.twitter.com/J2Sod8Oo7P
— AUNT ⁷🎀ᴍᴜꜱᴇ (@joonielawyer) June 18, 2024
Despite its global success, BT21, a joint project between BTS and LINE FRIENDS, has faced criticism for its partnership with LINE FRIENDS, a company known for numerous collaborations such as NewJeans. This has raised concerns about the brand’s integrity and loyalty to BTS’s fanbase.
NEW ITEM ALERT 🥹BT21 HAPPY TIME PLUSH KEYRING ✨PRICE RANGE: ₱400 – ₱500 + LSF ➮ ₱100 DP, rembal once on hand➮ NETA🏷️ wts lfb ph go bts koya rj shooky mang chimmy tata cooky pic.twitter.com/RXhQpus5PK
— cheska⁷ (@sugatomykookie_) June 19, 2024
SINCE WHEN THIS BECOME A THING?? BT21 REALLY??? ARE YOU KIDDING RN IM SO FKING DONE WITH THIS BULLSHIT. pic.twitter.com/J2Sod8Oo7P
— AUNT ⁷🎀ᴍᴜꜱᴇ (@joonielawyer) June 18, 2024
The controversial ad was promptly removed in response to the overwhelming feedback. BT21 then released a formal statement in both Korean and English, acknowledging the mistake and outlining the actions taken to correct it.
BT21 deleted the ad post 😂 pic.twitter.com/Pt3yoKKoju
– doctor degree⁷⁼¹ | in the MUSE era (@doc_gradus) June 19, 2024
The statement highlighted the importance of correcting settings and ensuring the strengthening of oversight mechanisms to prevent any future mishaps.
Hello, this is Team BT21.We deeply apologize for the recent issue where an AD of another IP was mistakenly sent out via our BT21 official X account.Due to a setting error, unrelated contents were mistakenly advertised, but this has now been corrected. We promise to make every…
— BT21 (@BT21_) June 19, 2024
Despite the issued apology, which was signed off by Team BT21 in an attempt to alleviate concerns and maintain the support of fans, there remained lingering skepticism among some followers regarding the explanation provided. This serves as a reminder of the delicate balance between corporate partnerships and preserving BTS’s unique brand identity.
Is it a coincidence for it to be THAT IP…I dont believe in coincidences Lol BT21 are created by BTS with care..Theyre NOT just some painted same looking rabbits like a 3yr old toy https://t.co/hZmnXiIgCl pic.twitter.com/LyaOiPqMjr
— ⟭BlueeDenise⁷⁼¹⟬ Apobangpo💜 (@BlueeDenise) June 19, 2024
https://t.co/scuvgVukwP pic.twitter.com/KZklBpvnzD
— Suchwita (@MyLoving2Seok) June 19, 2024
Funny how that mistake only for THAT specific IP? anyway do better a https://t.co/Pl0KEanzy0
— Nisa⁷ (@nisaaaaBTS) June 19, 2024
After the tweet was deleted and a public apology was issued, the hashtag “DO NOT USE BTS LINE FRIENDS”went viral globally, bringing attention to the heightened scrutiny surrounding the incident.
Amidst the ongoing conflict between HYBE and ADOR, the mistake highlights the challenges of handling brand partnerships and meeting the expectations of fans.
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