NCT collaboration with Starbucks sparks international backlash and boycott, know in details

In May, Starbucks and SM Entertainment announced a collaboration with the K-pop group NCT, unveiling an exclusive line of merchandise for the global coffee brand. However, this announcement faced significant backlash from international fans due to ongoing boycotts of Starbucks over allegations of the company supporting Israeli entities and the Israeli military amidst the Israeli-Palestinian conflict.

The news of the collaboration was met with swift negative reactions from fans worldwide. Opposed to Starbucks’ alleged ties to Israel, many fans decided to boycott the collaboration. This boycott included refusing to purchase the merchandise and taking broader actions against NCT’s presence on social media and streaming platforms.

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The impact on NCT’s social media presence was notable. According to social media trackers, NCT’s Instagram account lost 674,370 followers in the last month, with a significant drop on May 29 after alleged comments by NCT member Taeyong against the collaboration. The losses were widespread across all NCT subunits, with NCT 127 losing 629,760 followers, NCT Dream losing 633,210, and WayV losing 455,340. Collectively, NCT members experienced a total loss of approximately 8 million followers during this period.

International fans of NCT also took their protests directly to Starbucks. Protest trucks, equipped with billboards, were sent to Starbucks locations, displaying messages such as, “We cannot support any collaboration of any artists, including NCT, with companies that are involved in raising funds for the Palestinian massacre. We cannot stand by. We hope for a cancellation of the collaboration with the companies in the boycott movement.”

The controversy surrounding the collaboration between NCT and Starbucks continues to draw attention, highlighting the power of fan activism and the broader impact of corporate associations in today’s global market.