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.

[기사] Jeweler Fred Taps #BTS’s #Jin as First Global Brand Ambassadorhttps://t.co/flCkwTG9fG

— BIGHIT MUSIC (@BIGHIT_MUSIC) July 8, 2024

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.

anyway, do NOT support FRED jewelry. do not buy from FRED jewelry. FRED is owned by LVMH - a zionist company that is on the boycott list.

want more information? here's a video and article explaining why we're boycotting LVMH (with proof!)https://t.co/FUew23MKiO https://t.co/nfm7thZHMH pic.twitter.com/7R2mVuRCK9

— sky⁷ 🍓🎀🍉 (@kittysmimi) July 8, 2024

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

READ MORE: BTS Jin's First Airport Look After Military Service Sends ARMYs in Frenzy

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

the thing is “hybe divest from zionism” is not just about scooter & his zionist buddies. it’s zionism as a whole & having a member be the BA for a company that’s under LVMH is something to be upset about. it’s on the BDS list & palestinians have been asking everyone to boycott… https://t.co/he8RHTgfpF

— ☾vmin’s peach ೀ ⁷ | 🍉 (@fairydustvmin) July 11, 2024

If Fred jewelry is owned by LVMH….who is owned by bernard arnault….who invests in Israeli companies….why would you not want to boycott? Must it be in the BDS list for you to give a fuck about Palestinians and how they feel abt Jin being an ambassador for a brand like that? https://t.co/bdFJR6uMLv

— mari (@pinkgojo) July 9, 2024

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.

weverse armys reported my fan letter... it was namjoon's lyrics. great job, you're all a bunch of monkeys who take streaming as a job but pay no attention to what you stream. pic.twitter.com/sySj1gYxfb

— rat 🍉 (@strawterryboba) June 24, 2024

hybe hiding the hot topic section cuz it was full of letters asking bts to speak up. and then yall want us to think the company isn't z¡ion¡st 😭 pic.twitter.com/m4th81G2MB

— star (@agustdsatoru) July 9, 2024

Can’t even post the Palestine flag without it being reported on weverse.. pic.twitter.com/cLftvod3Gd

— celine⁷ 🍉 (@beidoujjk) July 11, 2024

HYBE owned weverse is attempting to silence fans of their artists from educating them about Palestine! they’ve removed all the posts from the hot trend category, hiding it from both artists and users. #하이브는시오니스트를퇴출하라 #HYBEDivestFromZionism pic.twitter.com/1vsKE0OIYE

— Haaaaaari 🍉 (@pporapippamm) July 8, 2024

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

Doaa's GFM has been open since 2 April. It took 3 months of so much effort to get to €54 000.

But Armys will sell out jewellery worth $27000 in just a few HOURS and you mfs are PROUD rn?

Genuinely, from the bottom of my heart, you can go fuck yourselves & burn in hell. Idgaf. https://t.co/UszzNMrz83

— T ~ from the river to the sea (@hxrdlyrkived) July 8, 2024

all the money could’ve went to gofundme’s, organizations for aid and medical supplies. but yall would rather sell out a zionist company. armys have no sense of morality. actual slaves to capitalism. https://t.co/LmHoNa7zQ6

— Kay☆ (@YEWbuttmuncher) July 8, 2024

with $27K you can evacuate 10 children from gaza. one bracelet. https://t.co/grnyfVwoAk

— 𓂆 deeja⁷🫒 (@deedeehimawari) July 8, 2024

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.

Let me just make this point real quick.

Even if it's not twitter armys buying the Fred jewelry, the point is still proven that if BTS says something....people who are fans or know them will buy it or donate.

That was proven with the BLM donation 🤷🏽‍♀️

— Simone⁷ ʰᵒᵖᵉ ᵒᵗˢ IS WAITING FOR BTS 💜| MUSE🌙 (@Kenya_Simone17) July 8, 2024

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.

ALSO READ: BTS Members Envious of Jin? The Shocking Reason Revealed

KpopStarz owns this article.

Wriytten by Cassidy Jones.