In the tumultuous realm of K-Pop, the latest collaboration between chart-topping sensation NewJeans and beverage giant Coca-Cola has set off a firestorm of controversy.

What was intended to be a promotional venture has turned into a public relations nightmare as fans express their discontent with the group's association with a company allegedly linked to the Israel-Palestine conflict.

Spark of Discontent: NewJeans' Posts Ignite Fury

The catalyst for the outrage can be traced to NewJeans' recent social media posts, where the quintet posed with Coca-Cola cans in various settings.

A post shared by instagram

 

The seemingly innocent promotion took an unexpected turn as fans inundated the comments section with their displeasure.

Coca-Cola Under Scrutiny: Accusations of Complicity in Occupation and Apartheid

At the heart of the controversy lies Coca-Cola's purported involvement in the contentious Israel-Palestine conflict. Accusations against the beverage giant include operating a factory in an illegal Israeli settlement on disputed Palestinian territory.

Friends of Al-Aqsa (FOA), a UK-based NGO advocating for Palestinian rights, has condemned Coca-Cola, stating that such settlements, deemed illegal under international law, often result in the displacement of Palestinian communities.

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From Partners to Adversaries: NewJeans and Coca-Cola's Collaborative History

The collaboration between NewJeans and Coca-Cola is not a recent development. Dating back to March of the previous year, the K-Pop group was unveiled as the faces of Coca-Cola Zero.

Over the months, the collaboration saw the group participating in promotional campaigns and even releasing a music video to amplify Coca-Cola's "ZERO" initiative.

Boycott The Big 4: K-Pop Fandom Takes Stand

Amid the escalating tension surrounding the Israel-Palestine conflict on social media, a movement dubbed "Boycott The Big 4" has emerged within the K-Pop fanbase.

The campaign aims to discourage major K-Pop companies, including NewJeans, from associating with brands perceived to support or profit from the conflict. This grassroots movement has gained momentum and become a force to be reckoned with.

The controversy reached its zenith following NewJeans' Instagram post promoting Coca-Cola, garnering over 800,000 likes. Fans have raised concerns about the timing of this endorsement, noting a perceived hiatus in the group's promotional activities.

A tweet spotlighting these worries gained substantial traction, accumulating over 19,000 likes and sparking a robust discussion in the quote retweets and replies.

Battle in the Comments: Fans Express Disapproval

The comment section of NewJeans' Instagram post has become a battleground, with fans passionately expressing their disapproval of the group's association with Coca-Cola amidst the Israel-Palestine conflict.

As the controversy rages on, the question looms: will the companies involved - HYBE, ADOR, and Coca-Cola - respond to the mounting backlash? One thing is unequivocally clear: fans are not happy, and the fallout from this controversy may have lasting implications for both NewJeans and their corporate partner.

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Written by Cassidy Jones.