HYBE faces criticism over BTS ‘It’s Not a Bomb’ merchandise amid global war tensions

HYBE is facing criticism following the release of new BTS merchandise featuring the phrase “It’s not a Bomb”, with fans questioning the design and timing amid ongoing global conflicts.

The item in question is a carrying pouch for BTS’s updated ARMY Bomb light stick, Version 4, launched alongside merchandise for the group’s fifth album, ARIRANG, in March 2026. The pouch features a green, military-inspired duffle design intended to store and protect the light stick, a long-standing symbol associated with BTS fans.

The wording on the product references the nickname “ARMY Bomb”, used for BTS light sticks since the mid-2010s. However, shortly after release, reactions began circulating across social media platforms including X, Reddit, Instagram and TikTok, with some users expressing concern about how the messaging may be perceived.

One user wrote, "How did this get cleared? this is so tone-deaf and disrespectful, but it doesn’t surprise cause it’s from #that company…" Another commented, "this is a wild merch choice 😭 can they not see the state of the world", while a third added, "Especially with everything thats going on in the world this is their choice??? 😱"

Some criticism has focused on the broader global context, with ongoing conflicts remaining prominent in international coverage. In that setting, the use of military-style design elements and wording referencing “bomb” has been described by some observers as inappropriate.

Practical concerns have also been raised, particularly around using the item in public spaces.

The merchandise forms part of a wider ARIRANG-themed release, which includes a pop-up experience in Seoul featuring immersive displays and a range of official products. The pop-up is scheduled to run until April 12.