BTS Jin's Fred Ambassadorship Sparks Fandom Fury: 'ARMYs Have No Sense of Morality'

In a surprising turn of events, BTS member Jin's recent appointment as the global brand ambassador for Fred, a luxury jewelry maison under LVMH, has ignited a heated debate within his fanbase.

The announcement, made on July 8, showcased Jin adorned in Fred jewelry, instantly causing several of the featured items to sell out worldwide.

Typically, such a prestigious ambassadorship would be cause for celebration among BTS fans, known as ARMYs.

However, a significant portion of the fandom expressed disappointment and heartbreak over Jin's association with LVMH, particularly due to the conglomerate's ties to Israel.

LVMH is owned by Bernard Arnault, whose direct investment in Israeli cybersecurity firm Wiz has made LVMH a target for pro-Palestinian boycotts.

Such technology fulfils two purposes for Israel, argues Loewenstein, who writes as a journalist and an Australian Jew who was raised to support Israel. It has enabled Israel to deepen its control over millions of Palestinians and to do so at a profit.

Palestinians now constitute a slight majority over Jews across Israel and occupied Palestinian territory, and every one of them is 'defined as a threat', writes the author. 'Today, you're able to identify and stop surveillance of the next Nelson Mandela before he even knows he's Nelson Mandela,' says an Israeli human rights lawyer quoted in the book.

Loewenstein wants to expose Israel as a hostile regime on a par with Russia and China. He conveys a palpable frustration with the fact that Israel has managed to excel at developing tools to maintain ethnonationalist rule and export them to dozens of countries, and at both a financial and diplomatic gain.

- Mairav Zonszein, Chatham House

The BDS (Boycott, Divestment, and Sanctions) movement, which advocates for Palestinian rights, has not officially listed LVMH as a boycott target.

Nevertheless, many Palestinian ARMYs and their allies feel conflicted and disillusioned by Jin's affiliation with a brand linked to Israel, given the ongoing geopolitical tensions in the region.

"The association with Zionism or Israel has become a contentious issue within the K-Pop community," remarked one observer familiar with fan sentiments.

The debate underscores a broader dilemma faced by artists navigating global partnerships amidst political sensitivities.

Furthermore, the rapid sell-out of the Fred jewelry worn by Jin has added another layer of complexity.

While some argue that the high-priced items were likely purchased by affluent consumers rather than regular fans, others contend that Jin's endorsement undoubtedly drives commercial interest, indirectly impacting sales.

Amidst these developments, fans have taken to platforms like Weverse to express their concerns directly to BTS members, although discussions have often been censored.

The situation has highlighted the challenges of balancing personal endorsements with political ideologies in a globally connected fan community.

As Jin continues his duties as an Olympic torchbearer in France, supporters are urging him to consider the calls for a ceasefire in conflict zones, including Gaza.

The discourse surrounding BTS's global influence and its intersection with geopolitical issues is likely to persist, shaping future conversations within the fan community and beyond.

KpopStarz owns this article.

Wriytten by Cassidy Jones.