In a move that has sparked both excitement and controversy, SM Entertainment's up-and-coming boy group, RIIZE, has announced a major collaboration with Baskin Robbins, one of South Korea's most beloved ice cream chains.

While the partnership promises a sweet venture for the rookie group, it has also drawn criticism from some quarters of their fanbase.

Fans' Doubts on SM Entertainment's Choice 

Baskin Robbins, known for its wide presence in South Korean neighborhoods, will introduce a special "Popping Star RIIZE Ready Pack Mini" featuring a photocard in every pack, aligning the brand with the rising stars of the K-pop world.

However, the decision to associate with Baskin Robbins, which falls under the umbrella of SPC (Saebyuk Production Corporation) - a conglomerate that controls various brands including Baskin Robbins and Paris Baguette - has not been universally well-received.

The controversy surrounding SPC stems from a tragic incident in 2022 when a 23-year-old worker lost her life during a factory baking shift for Paris Baguette. Despite the tragic incident, the company resumed factory operations immediately, leading to widespread criticism for its handling of worker conditions and rights.

READ ALSO: RIIZE's 'Memories' Makes Impressive Debut on MelOn Hot 100 - Pink Bloods Ecstatic for What's to Come 

In this charged environment, fans of RIIZE have begun to question SM Entertainment's decision to collaborate with a company embroiled in such a contentious issue. Their concerns are reflected in online discussions and comments, which range from incredulity to disappointment. 

Netizens have taken to various platforms to voice their concerns, with comments ranging from incredulity to disappointment.

• "Is SM Entertainment in their right minds?"
• "Why are they trying to help gloss over the SPC thing?"
• "Their target audience is still youths, so did they really have to pick that company?"
• "I'm a fan of RIIZE, but I'm not going to buy Baskin Robbins."
• "Why did they have to choose SPC of all companies? Another worker died in their factory not too long ago. I'm boycotting."
• "SPC... This is too much. It's not been too long since yet another worker died... Ugh..."

These reactions underscore the heightened sensitivity surrounding such matters. While brand partnerships can be lucrative for artists, they can also carry significant reputational risks.

In this case, the public's strong feelings about a particular brand have the potential to overshadow RIIZE's achievements and impact their image in the eyes of their fans and the wider public.

As the controversy continues to unfold, it remains to be seen how SM Entertainment and RIIZE will address the concerns of their fanbase and navigate the complex landscape of corporate partnerships.

Meanwhile,SM Entertainment's latest addition to the K-pop scene, RIIZE, made their highly-anticipated debut at an official media showcase on September 4, 2023, leaving netizens divided over their unique styling. 

READ THE FULL STORY HERE: RIIZE's Debut Style Sparks Heated Debate- Are We Witnessing a Fashion Revolution or a Major Fail? 

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Cassidy Jones wrote this.