HYBE Labels is garnering flak for featuring Starbucks cups in LE SSERAFIM's latest vlog. Keep on reading for all the details.

HYBE Labels Under Fire for Featuring Starbucks in Latest LE SSERAFIM Video

On January 23, 2024, HYBE Labels posted a behind-the-scenes video of LE SSERAFIM's performance for MAMA 2024 in Japan.

During the video, the members were seen waiting backstage as they waited for their turn to perform. What immediately caught people's attention were the objects around the girls. Several Starbucks cups were featured in the video, both near the girls as well as behind them, indicating they were drinking products from the brand.

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It was noted by viewers that HYBE made sure to blur out the brand names of other products around them. However, they did not bother to blur out the Starbucks logo. The company even went out of its way to blur the orange.

With how strict South Korea is with advertising laws, it is speculated that the brand paid the entertainment agency to make sure they were unblurred and subtly promoted in the vlog.

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This action has caused immense backlash. Starbucks is currently one of the main targers of a major boycott movement, with many claiming the coffee company is pro-Israel amid the Israel-Palestine Gaza conflict.

Though Starbucks has stated they have no political affiliations, the company is still under fire for suing Workers United after the union shared pro-Palestine posts and sentiments on social media. The company sued the union for using the brand's name and logo, claiming it "angers customers" and could potentially cause irreparable damage to the brand's reputation.

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This is not the first time the K-pop industry has garnered backlash for promoting Starbucks. In December 2023, Jeon Somi garnered major backlash for featuring a Starbucks tumbler in a TikTok video. The video has since been deleted, and the idol has stayed silent on the situation.

Jake of ENHYPEN was also seen drinking Starbucks. An ENGENE (fandom name of ENHYPEN) took to Weverse to scold the idol and "educate" him on Starbucks's stance amid the conflict. This led to the male idol apologizing and promising it would not happen again.

READ MORE: ENHYPEN Jake Apologizes For Purchasing Starbucks- Here's Why

Following the backlash, K-pop fans are trending #HYBEDivestFromZionism. Many are slamming the company for using LE SSERAFIM to promote Starbucks despite possibly being aware of the damage it could cause their reputation. People are boycotting the agency and sending them emails to educate them on the matter.

Neither HYBE Labels nor Source Music have responded to the backlash.

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What do you think of the situation? Tell us in the comments below!

LE SSERAFIM Recent Activities

On February 19, 2024, LE SSERAFIM will release their third extended play, "EASY." This marks the group's first comeback of the year.

On November 19, 2023, LE SSERAFIM released the song "Dresscode." The song serves as the theme song for the Japanese live-action series "Sexy Tanaka-san." The show is based off a manga of the same name.

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On October 27, LE SSERAFIM released "Perfect Night" in collaboration with Blizzard Entertainment to promote the video game Overwatch 2. This is the group's first all-English single. To promote the song and the video game, LE SSERAFIM performed at BlizzCon on November 4.

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Written by Alexa Lopez