In a surprising turn of events, HYBE's senior groups, including Seventeen, ENHYPEN, TXT, Le Sserafim, BND, and &TEAM, have taken to their official accounts to promote Pledis Entertainment's rookie boy group, TWS.

The move has sparked a mixed response from fans, with some applauding the solidarity between labels, while others express reservations about the strategy.

Social Media Buzz and Backlash

The decision to use official accounts for this promotional effort has generated a buzz on social media. Some netizens find it amusing, labeling the move as "ridiculous" and suggesting that such promotions should be confined to personal accounts or platforms like Instagram Stories.

Others express outright disapproval, with comments ranging from finding it "so-so" to outright hatred.

Let's Go!! @TWS_PLEDIS #TWS #투어스 pic.twitter.com/T7HpyfH1rL

— TOMORROW X TOGETHER (@TXT_members) December 26, 2023

Internal Criticism and Fan Reactions

Even within the fanbase of HYBE's senior groups, there is internal criticism. Some fans question the thoughtfulness behind this cross-promotion, wondering if HYBE could have leveraged their own idols from Pledis Entertainment to spearhead the campaign.

Despite being from different companies under the same label, fans express concerns about the rookie group, TWS, being pushed too hard too soon.

화이팅 응원해요🤍@TWS_PLEDIS pic.twitter.com/EgistfdQXH

— 르세라핌 (@IM_LESSERAFIM) December 27, 2023

READ ALSO: HYBE Under Fire for Throwing Shade at BTS Jimin & Suga, #FreeJimin Trends

Fascination Over Label Solidarity

On the flip side, there's fascination over the collaboration between artists from different companies under the HYBE umbrella. Fans find it intriguing that despite not being under the same company, the senior groups are actively promoting Pledis Entertainment's rookies.

This move has sparked conversations about the dynamics within entertainment labels and the strategies employed to boost the visibility of new talents.

TWS 여러분께 선물을 받았습니다! 감사합니다!🎁
TWSのみなさんからプレゼントをいただきました！ありがとうございます！❤️@TWS_PLEDIS #TWS #투어스 pic.twitter.com/GGl49lk9Yy

— &TEAM OFFICIAL (@andTEAMofficial) December 27, 2023

Netizen Reaction 

Below are the reactions from netizens discussing strategies to promote Pledis Entertainment's emerging boy group, TWS: 

"It's a bit bad to do something like that in the public domain."
"Overindulgence in moderation"
"The reaction doesn't seem to help."
"Why does New Jeans have to upload 164 ?"
"No, I promoted Hive American Group in the past, and I don't really care about promoting other artists, but having to overlap the text and remove the box to upload it is a bit haha. I wonder what kind of doll they have to put up like that."
"It's really bad haha"
"I'm shaking so bad hahahaha"
"I hate it so much"

As HYBE's senior groups continue to rally behind TWS, the response from fans and industry observers remains divided, with the promotion raising questions about the balance between label solidarity and strategic marketing in the ever-evolving landscape of the K-pop industry.

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Cassidy Jones wrote this.