Is Change Finally Happening? K-Pop Groups Begin Flaunting Other Coffee Brands On Socials Instead Of Starbucks

The K-Pop industry has been struggling in recent weeks as fans began to crack down on idols shown consuming from brands that are a part of the boycott ongoing due to the conflict in the Middle East. Brands that have been deemed to show support to the Israeli forces are being called out and boycotted by consumers. A few of such brands include McDonald’s, Starbucks, and Disney.

In Starbucks case, tensions are high as it is the current number one coffee brand in South Korea. A Starbucks can be found on literally any street, and many also choose it as their brand of choice.

2023 consumer report listing Starbucks as the top coffee brand in South Korea. | The PR

Internationally, the brand is facing a boycott as the brand sued a union of workers for using their logos on a pledge to support Palestine in the conflict. The brand distanced itself from the conflict, stating that they would not be taking either side. However, as the union of workers used the brands’ logo and name to declare a political stance, Starbucks immediately took action against the workers. This became a problem as people feel it was not only wrong for Starbucks to sue its employees over a social media post but that the company, which has historically attempted to appear liberal and diverse compared to other companies, has taken a controversial stance rather than showing support and solidarity for the oppressed. More can be read about the issue below.

K-Pop Fans Upset As Idols “Promote” Starbucks Amidst Boycott For Palestine… But Should They Be?

Fans have cracked down on the boycott, calling out any idol who has been seen with Starbucks products in public or on social media. This has led to idols subtly deleting content that contain the brand’s products, including ATEEZ and Somi.

ATEEZ’s Hongjoong And Seonghwa Delete Posts Featuring Starbucks Products

Most recently, ENHYPEN‘s Jake became the first idol to directly address the matter, apologizing for his use of Starbucks.

As more idols become more aware of the situation, it seems like a change is being seen in the industry. On January 6, 2023, a staff of ENHYPEN’s posted a coffee cup from a different brand. The group is currently in Jakarta for the Golden Disk Awards. Tomoro is a local chain. Many believe that the post is purposeful to show that the staff are aware of the situation.

Manager's ENHYPEN instastory
"FIGHTING"

GUYS THEY CHANGED THEIR COFFEE !!! they aware with what happened pic.twitter.com/JwHv6yl7EJ

— ???????????????????????? (@aerixxs) January 6, 2024

In a recent live stream, ITZY‘s Ryujin also purposefully showed off her coffee from Mega Coffee. The group is currently ambassadors for the brand. Although she could have just been being a good brand model, the timing is impeccable.

Ryujin came by to Chaeryeong’s live with her mega coffee reaction pic.twitter.com/DC2KmaCEt2

— byul (@onlyforRyujin) January 6, 2024

Starbucks Korea is owned and operated by shareholders, with E-Mart being the largest shareholder at 67.5%. The other 32.5% is owned by the Singapore GIC, the country’s sovereign investment fund. The HQ does not have a say in the operation and financials of Starbucks Korea. Despite this, Starbucks Korea still pays a “licensing fee” to the HQ which covers the use of brand name, education, interior, recipes, and others.