Typically, fans would be ecstatic when their favourite K-pop group gets an exclusive collaboration with a global brand. However, NCT (엔시티) fans are not pleased when they learn the K-pop group would collaborate with Starbucks.
On 23rd May (Thursday), Starbucks Korea teased their upcoming collaboration with NCT, set to launch later this month. According to reports, the launch will include new menu items and merchandise featuring the NCT logo and official colour. This launch is the third collaboration between the international coffee chain and a K-pop group, following BTS (방탄소년단) and BLACKPINK (블랙핑크). As NCT is one of K-pop’s most popular acts, the brand is likely hoping to capitalise on the group’s global popularity.
Unfortunately for Starbucks Korea, the company didn’t receive the enthusiastic response they had expected. For those unaware, Starbucks is one of the companies facing a global boycott for its alleged ties to Israel. Previously, many K-pop idols, including soloist Jeon Somi and ex-LOONA member Chuu, were criticised for sporting the brand. Naturally, this collaboration has angered NCTzen (NCT fans), who believe the partnership will cause damage to NCT’s image and lead to backlash from K-pop fans.
Many fans have begun spamming the teaser post, tagging SM Entertainment to call off the collaboration as they don’t want NCT to be associated with Starbucks. It is worth noting that the fans are focusing their anger towards the entertainment agency as it determines partnerships and collaborations for its artists. At the same time, many are encouraging their fellow NCTzens to boycott the collab and the brand.
On the other hand, NCT member Chenle recently received attention from CHAGEE Malaysia for consuming its drink during NCT Dream’s fan sign event in Kuala Lumpur. Perhaps if this collaboration doesn’t go through, SM Entertainment can look into partnering with the tea brand.
Sources: Twitter (1)(2), Shinsegae Group
