A Clothing Brand Attracts Attention For Its Fanfiction-Like Advertising For Upcoming NCT DREAM Collaboration

Fans of any media have probably run across the term “fanfiction” while being active online. Fanfiction is precisely what it sounds like — fan-made stories about different media.

There have been times fanfiction has made its way into the mainstream, like how the Fifty Shades Of Grey series began as fan writing online before being made into motion pictures or After was originally Harry Styles fanfiction.

Fifty Shades Darker, part of the Fifty Shades of Grey series. | Anna Todd

Across all fandoms, many have conflicting feelings about fiction written about real people, ranging from artists like BewhY calling out K-Pop fans to others like Super Junior‘s Heechul writing their own fanfiction about themselves with other members of their groups.

One of the most popular platforms for fanfiction is Wattpad, a free site where anyone can write original stories, including those based on other characters. The term “Y/N” originated from self-insertion fanfiction stories on sites like these.

| Wattpad

Recently, a Philippines-based clothing brand has attracted attention for its creative and fanfiction-like method of promoting its upcoming collaboration with NCT DREAM.

Pennshoppe is a casual wear brand established in the late 80s and has worked with numerous Korean celebrities like ASTRO‘s Cha Eunwoo and BLACKPINK‘s Lisa.

ASTRO’s Cha Eunwoo | Pennshoppe BLACKPINK’s Lisa | Pennshoppe

Last year, NCT DREAM were announced to be the next ambassadors for the brand.

NCT DREAM | Pennshoppe

Ahead of the group’s live stream with the brand on June 12, Pennshoppe shared a series of tweets describing what it would be like to go shopping with each member.

Each tweet consisted of a simulated text messaging screen showing messages between “Y/N” and a member of NCT DREAM.

RENJUN pic.twitter.com/84XSK5wUQV

— PENSHOPPE (@PENSHOPPE) June 7, 2023

Some of the messages played into the “Y/N” concept, creating some swoony-worthy messages like these with “Jaemin.”

| Pennshoppe

Fans appreciate the unexpected yet hilarious messaging put into the advertising for their collaboration!

the penshoppe intern writing a 7dream s*gar d*ddy socmed au was not on my 2023 bingo https://t.co/wucRCQjw1F

— asher ✮ eras tour pitt! (@jaeminfang) June 7, 2023

Not only did @Penshoppe produce chat AU fanfics to support their #NCTDREAM collab, but they got each of the members' characters and fanfic tropes down perfect… their social media manager deserves a raise @NCTsmtown_DREAM https://t.co/Hjl8h9Z4Me

— Dr Thomas Baudinette (@tbaudinette) June 7, 2023

not penshoppe feeding my delusions? regrardless i will eat this up https://t.co/AQPEhIlsaB pic.twitter.com/C7OpL2aCyd

— RiRi (@Jaeminhabibi) June 7, 2023