ENHYPEN, managed by BELIFT LAB, a HYBE Labels subsidiary, recently announced a collaboration with Baskin Robbins to promote their newest studio album, ORANGE BLOOD. Initially, fans were thrilled about the special merchandise and themed food and beverage menu. However, excitement turned to disappointment when they found out Baskin Robbins is a subsidiary of the SPC Group, a company currently facing a boycott in South Korea.
The controversy surrounding SPC Group stems from a series of industrial accidents. In January 2022, a tragic incident at the Shany Confectionary factory in Seongnam, Gyeonggi Province, resulted in the death of a 56-year-old woman. Reportedly, she was caught in a factory machine, leading to fatal injuries. This incident was not isolated; it followed another alleged accident eight months prior at the Paris Baguette factory in Pyeongtaek. There, a young woman in her twenties reportedly died after being pulled into a machine while working alone.
The aftermath of these incidents was further marred by controversy. Reports surfaced suggesting that SPC Group attempted to settle with the young woman’s family on the night of her funeral. This action, perceived as insensitive and opportunistic, fueled public outrage. Also, the decision by SPC Group to resume operations shortly after these tragedies made things worse. Consequently, South Koreans began boycotting SPC Group, protesting against the company, and avoiding its subsidiaries.
🚨@ENHYPEN & @BELIFTLAB must end ties with Beskin Rabins, SPC Group. A worker's tragic death at their bakery calls for action, not indifference. #StopSPCCollab #BELIFTLAB #ENHYPEN pic.twitter.com/n9tPv0N0oY
— . (@didehrPwjdJCM) November 15, 2023
ENHYPEN fans expressed dismay
ENGENEs, the dedicated fans of ENHYPEN, expressed their dismay over the collaboration, fearing it could tarnish the group’s reputation and affect the success of their album. The use of “Orange Blood” in the names of items on the special menu was criticized as insensitive, considering the alleged deaths at SPC Group’s factories.
Following the backlash, BELIFT LAB updated the menu, changing the items’ names and removing the Orange Blood Cake entirely. While fans appreciated the agency’s response to their concerns, they remained unsettled by the collaboration with SPC Group.
This controversy highlights the complexities of brand partnerships in the industry. Earlier this year, RIIZE, another group, faced similar issues with their Baskin Robbins collaboration, causing distress among their fans, BRIIZE. While such partnerships can enhance an artist’s profile and offer exciting opportunities for fans, they also carry risks, especially if the brand is negatively perceived by the public. – K-Pop News Writer
Featured Image: In South Korea, SPC Group’s name is mud right now. Source: X/@enhypenupdates.