ENHYPEN‘s latest comeback, eagerly awaited by fans, has taken an unexpected turn as the group’s collaboration announcement faces severe backlash.
The collaboration, intended to celebrate the release of their new album, has become the epicenter of controversy, drawing attention to the ethical considerations surrounding the chosen partner, SPC.
ENHYPEN’s Highly Anticipated Comeback Takes a Controversial Turn
SPC Group, the collaborating entity, has been the subject of an ongoing boycott within Korea. The controversy initially unfolded with allegations of discriminatory practices at Paris Baguette, a franchise under SPC Group, where female employees were reportedly treated differently from their male counterparts.
The situation escalated when the company faced accusations of clandestinely hiring young bakers under contractual employment.
The gravity of the situation deepened later in the year with reports suggesting that SPC attempted to reach a settlement with the parents of a deceased employee on the night of their daughter’s funeral.
This incident came in the wake of public outcry over the mishandling of the death of a factory employee in her 20s, raising serious questions about the company’s corporate responsibility.
Given the charged atmosphere surrounding SPC, it comes as no surprise that ENHYPEN’s collaboration with the company has sparked outrage.
The revelation of an “Orange Blood”theme for ENHYPEN’s album, while intended to symbolize a creative expression, has been met with particular criticism.
Fans argue that the choice appears tone-deaf and insensitive in light of the controversies surrounding SPC. The clash between artistic representation and corporate partnerships underscores the delicate balance that K-pop groups navigate between creative autonomy and commercial collaborations.
Netizens’ comments:
- “HYBE&BELIFT LAB deceived all engenes by promoting a collaboration between ENHYPEN and notorious dessert company that exterminerated and violating workers’ human rights in KOREA.”
- “Hybe is doing everything for knetz to not support this comeback”
- “that’s why k-fans are mad about this collab. and the names of those desserts are too sensitive”
- “Deceived ENGENEs”
As the storm of criticism rages on, fans are not only expressing discontent but are actively mobilizing, demanding transparency and accountability from HYBE and BE:LIFT.
The unfolding events serve as a testament to the intricate dynamics between artists, management, and their dedicated fanbase, where decisions made behind the scenes can significantly impact an artist’s reputation and the loyalty of their supporters.ENGENEs now await a response from the management, hoping for resolution and a reaffirmation of shared values.