DIVEs Brew Boycott of IVE’s Upcoming Release With Pepsi: ‘Starship, Are You Even Serious?’

DIVEs Brew Boycott of IVE’s Upcoming Release With Pepsi: ‘Starship, Are You Even Serious?’

Despite the unexpected turn of events, supporters of the K-Pop band IVE have utilized social media to voice their dissatisfaction and declare their intention to boycott the group’s upcoming musical project, “Summer Festa,”which is a joint effort with Pepsi.

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The announcement, which was made earlier this month, revealed a collaboration between IVE and PepsiCo, with plans to debut their new song on June 28.

Despite the music being the focus of the partnership, it has caused controversy among fans for additional reasons.

Starship Entertainment’s IVE is well acquainted with teaming up with renowned companies such as Pepsi for collaborations.

Throughout the years, Starship Entertainment has collaborated with Pepsi on numerous music projects, including notable releases featuring renowned artists like Rain, MONSTA X, Brave Girls, and ATEEZ.

Fans have consistently expressed excitement for these collaborations, eagerly anticipating the union of their beloved idols with renowned global brands.

This current uproar has a completely different origin.

In 2018, PepsiCo, the parent company of Pepsi, purchased SodaStream, a decision that has faced backlash from activist organizations because of SodaStream’s involvement in Israel.

The BDS (Boycott, Divestment, Sanctions) Movement has called for a boycott of companies linked to Israeli policies in Palestine, with SodaStream being a notable focus due to its production of home carbonation machines.

“SodaSteam is actively complicit in Israel’s policy of displacing the indigenous Bedouin-Palestinian citizens of Israel in the Naqab (Negev).

SodaStream [has] a long history of mistreatment of and discrimination against Palestinian workers.”

The BDS Movement claims that SodaStream’s factory in the Negev (Naqab) region of Israel has engaged in contentious practices involving Palestinian workers.

The international community has been engaged in a heated debate and has made numerous demands for boycotts against SodaStream and its parent company, PepsiCo, due to accusations of exploitation and discrimination against Palestinian workers.

Many fans have expressed their disappointment and frustration on social media platforms in response to IVE’s collaboration announcement with Pepsi.

The internet has been flooded with numerous posts showing support for the BDS Movement and criticizing Starship Entertainment’s choice to collaborate with PepsiCo.

Some people have chosen to boycott IVE’s upcoming release, citing ethical concerns and human rights issues as their main motivations.

The backlash serves as a reminder of a growing trend among fans of entertainment industries worldwide, who are becoming more conscious of the social and political implications associated with their favorite artists’ endorsements and collaborations.

In the digital era, fans are using their platforms to promote causes they support such as international human rights and ethical consumerism, taking advantage of the global connectivity and awareness facilitated by technology.

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