BTS‘s brand BT21 came under fire for promoting NewJeans in a recent post.
One of the things that ARMYs love about BTS’s image is BT21, which are characters created for the members of the group and have a range of merch.
BT21 has become its own brand and grown globally, but it is part of LINE FRIENDS, which has other collaborations, including with NewJeans.
On June 18, netizens were shocked to see an advertisement on BT21’s X page promoting NewJeans’ products.
When the post was shared, netizens were shocked and angry. BT21 is the brand specifically for BTS and is centered on the group specifically, with a substantial amount of more followers than the main account for LINE FRIENDS. It meant that ARMYs believed the account was trying to take “advantage” of BTS and their fame to promote another group’s products.
Don’t promote other artists in this account when this “BT21” solely belongs to BTS, dpmo.pic.twitter.com/EwUuTjwIo2 https://t.co/1aPnNaZF33
— Srija⁷ ⋆ (@Borakimtae) June 18, 2024
Even BT21 Japan officials have more followers than line friends both combined..
Its obvious at this point pic.twitter.com/BGMWnfFXLE— 리코산 (@focusonjeon_) June 18, 2024
WAKE TF UP .@BT21_ You are created by BTS. https://t.co/NhS9Ms5VnE pic.twitter.com/8iToM6igcP
— V⁷ 🍉 (@adobubble) June 18, 2024
BTS carrying newjeans, bt21 carrying newjeans merches… I don’t like this hybe family agenda pic.twitter.com/UI8W0wB5to
— ً (@gigglekook) June 18, 2024
SINCE WHEN THIS BECOME A THING?? BT21 REALLY??? ARE YOU KIDDING RN IM SO FKING DONE WITH THIS BULLSHIT. pic.twitter.com/J2Sod8Oo7P
— TANNIE ⁷🎀ᴍᴜꜱᴇ (@joonielawyer) June 18, 2024
After seeing the backlash, the ad was deleted.
BT21 deleted the ad post 😂 pic.twitter.com/Pt3yoKKoju
— doctor gradus⁷⁼¹ | in MUSE era (@doc_gradus) June 19, 2024
BT21 addressed the issue in both Korean and English on their X account. In the statement, they explained that it was due to an error with settings that had been corrected, emphasizing that they were taking all steps to ensure it wouldn’t happen again.
Hello, this is Team BT21.
We deeply apologize for the recent issue where an AD of another IP was mistakenly sent out via our BT21 official X account.
Due to a setting error, unrelated contents were mistakenly advertised, but this has now been corrected. We promise to make every…
— BT21 (@BT21_) June 19, 2024
Hello, this is Team BT21.
We deeply apologize for the recent issue where an AD of another IP was mistakenly sent out via our BT21 official X account.
Due to a setting error, unrelated contents were mistakenly advertised, but this has now been corrected. We promise to make every effort, such as strengthening oversight and establishing guidelines, to prevent a recurrence.
Thank you for your understanding and continued support.
— BT21
When the apology was posted, some were skeptical about the reasoning.
Is it a coincidence for it to be THAT IP…
I dont believe in coincidences
Lol BT21 are created by BTS with care..
Theyre NOT just some painted same looking rabbits like a 3yr old toy https://t.co/hZmnXiIgCl pic.twitter.com/LyaOiPqMjr
— ⟭BlueeDenise⁷⁼¹⟬ 아포방포💜 (@BlueeDenise) June 19, 2024
https://t.co/scuvgVukwP pic.twitter.com/KZklBpvnzD
— Suchwita (@MyLoving2Seok) June 19, 2024
Funny how that mistake only for THAT specific IP? anyway do better a https://t.co/Pl0KEanzy0
— Nisa⁷ (@nisaaaaBTS) June 19, 2024
Before the tweet was deleted and an apology was shared, “DO NOT USE BTS LINE FRIENDS” was trending worldwide. The issue is even more prominent considering the ongoing feud between HYBE and ADOR.
Source: @BT21_