SM Entertainment Under Fire For Its Allegedly Unfair Treatment Of NCT’s Yuta
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NCTzens have been raising concerns about SM Entertainment‘s treatment of NCT‘s Yuta, whose solo activities have allegedly not been promoted by the company despite their significance.
Yuta has had a busy year full of solo activities in Japan, including multiple high-profile magazine shoots, interviews, brand collaborations, and more.
In fact, Yuta was even cast in major Japanese blockbuster franchise, HiGH&LOW, and is due to make his debut as a fully-fledged action star this year. NCTzens couldn’t be more excited—or proud. Yuta has managed to not only carry out his responsibilities as a member of NCT, but has been traveling back and forth between Japan and Korea to fulfill rigorous schedules for months.
And yet, NCTzens feel SM Entertainment has not done him justice, claiming that the company has failed to promote Yuta’s activities the way it normally promotes other members’.
as much as im happy for everyone in nct i still wonder why tf does sm not promote yuta despite the amount of solo projects he has pic.twitter.com/ahLWD0zCGT
— anu !! (@haeflvwr) June 21, 2022
This comes as a surprise, as not only has Yuta proven himself to be extremely popular…
OMG #YUTA
HE WON pic.twitter.com/dvgwNyqreg
— ً (@nytfiles) June 21, 2022
…but his many solo ventures have also been very high-profile.
Yuta x Tom Ford x Vogue Japan
Yuta x GQ Japan
Yuta x Numero Tokyo
Yuta x Elle Japan
Yuta x Men's Non No
Yuta x CraftBoss
Yuta x HiGH&LOW
Yuta x Louis Vuitton#YutaAtHome inviting it's first ever Non SM, Non NCT guest & releasing its own merch!Yuta bagged all these with a year
pic.twitter.com/9a0TDUj8zX
—
Yukkuri¹⁰²⁶
(@Yeokshi_Yukkuri) June 21, 2022
What makes even less sense to fans is that Yuta has also reportedly been instrumental to SM Entertainment’s financial recovery in Japan following the pandemic.
And yet, his activities have rarely — if ever — been promoted on NCT’s social media channels, despite their considerable contributions to the company.
yuta solo magazines are not even posted and being promoted on main nct acc but they are sold out everywhere this is why i believe in yolo
— dee | ryo suzaki's (@chryutaa) June 21, 2022
only time you'll see yuta on the main nct accs by himself is once a year on his birthday
— alya (@nytberry_) June 21, 2022
THE FACT THAT YUTA GOT SO MANY FASHION GIGS, MOVIE. YET NON OF THEM ARE PROMOTED IN NCT OFFICIAL ACCOUNT
I REPEAT “NONE” pic.twitter.com/tMD3EDNiwk
— ً (@nytfiles) June 21, 2022
Additionally, fans have pointed out that there has been an unfair ‘erasure’ of Yuta in NCT 127‘s previous promotional material, wherein Yuta was seemingly omitted from content such as facecams or ‘endings.’ Where other members had both facecams and fancams of them filmed, there was no facecam of Yuta to be found.
The discrimination is so ridiculous like
Only Yuta’s thumbnail was CHOSEN in a way so that his face can’t be seen in NCT127 Sticker Teasers,
Everyone else got FaceCams, Yuta’s the only one that got a normal vertical FanCam,
Average 2.75 endings per member but Yuta got 0 endingspic.twitter.com/e3d1J28Slh
— Chocolate 鱼籽巧克力酱 (@chocoyau) June 21, 2022
This is far from the first time fans have called out SM Entertainment for unfair treatment of a member. Earlier this year, for example, fans demanded better treatment for WayV’s Ten, who has been in China since September 2021. Allegedly, the company (or its subsidiary in China, Label V) not only failed to promote Ten on NCT’s channels, but they also failed to inform fans about his activities, leaving him with no fans to support him in the audience at variety shows.
More recently, NCTzens have been pointing out that while Ten’s popularity has often been used to boost NCT projects, including the upcoming collaboration with Sanrio (similarly to Yuta’s popularity being used in Japan), Ten himself is never promoted.
SM using TEN to promote group projects, for collaborations, merchandise, where they can get money from his fans, but when it comes to Ten’s OWN works they’re always completely silent, doing nothing to support and promote him. https://t.co/2Wsb8Y3KXB pic.twitter.com/hatedYAWJy
— Aedus (@aedus1001) June 22, 2022
For this reason, the reveal of NCT Tokyo and NCT Hollywood left fans with mixed feelings, as many feel that SM Entertainment is not doing enough to manage NCT’s already established members, specifically Yuta, Ten, the members of WayV, Japanese member Shotaro, and Sungchan. In fact, many fans have alleged that the company has discriminated against these members, seeing as most of them are not Korean; during NCT 127’s recent tour in Japan, NCTzens were upset to find that Yuta, the group’s only Japanese member, received less screentime than the other members.
#YUTA's closeup was not shown at all during the ending stage of Promise on the Tokyo Dome concert when they were all on the floating cage on the recorded blue-ray broadcasts.
Japanese fans are making formal complaints regarding this unfair treatment.
— NCT YUTA SQUAD (@SQUADNYT) June 2, 2022
The fact that SM Entertainment has been actively promoting other members’ activities recently, such as Johnny‘s appearance at the Met Gala or Jaehyun‘s trip to Italy for Prada‘s fashion show, has only highlighted Yuta’s absence from the official NCT channels for many fans.
so it's only yuta whom nct accounts hate fr…… we got johnny in met gala (US), jaehyun in parada (IT), but we can't get a high&low (JP) post? is this a joke to u @ sm
— subtle (@subtlemeanings) June 19, 2022
Yuta has proven himself to be a vital member of NCT. So, as fans continue to support him, the company will hopefully come to acknowledge everything that Yuta brings to the table.
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