BTS faces fan backlash over HYBE's merchandise collaboration with Israeli brand

K-pop supergroup BTS is facing backlash from sections of its global fanbase after its label HYBE announced a new merchandise collaboration with streetwear brand Urban Sophistication.

The collaboration, revealed via Weverse Shop on March 31, includes items such as phone cases and accessories tied to the group. Urban Sophistication is known for its pop-culture-inspired designs and is based in Tel Aviv.

Following the announcement, criticism quickly spread across social media platforms, with some fans expressing disappointment over the partnership. The backlash appears to be driven by concerns over the brand’s origins and the broader geopolitical context, with some fans urging others not to purchase the merchandise.

In addition to political concerns, some fans also criticized the pricing of the items, noting that certain phone cases range from around $90 to over $150, further fueling negative reactions online.

Fans on social media are calling the collaboration “insensitive” and encouraging support for smaller or local businesses instead. Others defended the group, pointing out that such partnerships are typically handled at the company level rather than by the artists themselves.

This is not the first time BTS or its members have faced scrutiny over brand affiliations. Previous collaborations and endorsements linked to companies perceived as politically controversial have also sparked debate within the fandom, highlighting growing expectations among fans regarding ethical partnerships.

As of now, neither HYBE nor representatives for BTS have publicly addressed the backlash.