JAKARTA: Fans of the world's biggest K-pop group, BTS, are demanding that the group's record label divest from entities linked to Israel, capitalizing on the fandom's knack for social justice activism to support Palestine.
BTS, also known as Bangtan Sonyeondan or “Bulletproof Boy Scouts”, is the seven-member K-pop group that has become one of the most profitable franchises in the music industry since its debut in 2013. BTS's millions of fans in the entire world are collectively known as the ARMY.
The enormous fandom has gained its own popularity over the years, becoming known for its online activism and making global headlines as members raise millions of dollars for charity and organize viral social media campaigns.
Some of those fans are now part of a group called ARMY for Palestine and have coordinated efforts directed at the band's record label, Hybe Corporation, urging the company to cut ties with Scooter Braun, the CEO of the label's US arm, for his support for Israel.
“We have our Hybe divestment campaign underway, demanding that Hybe divest from Zionist companies and collaborators, including Hybe America CEO Scooter Braun,” Lila, a Palestinian member of the group, told Arab News .
On X, Lila and her friends promoted the #HybeDivestFromZionism campaign, which not only calls for Braun's dismissal, but also urges fans to stop buying albums and merchandise and streaming music from artists signed to the label.
ARMY for Palestine took its campaign to the streets of Seoul in March, when members sent a truck with an electronic billboard outlining their demands to the Hybe headquarters in the South Korean capital.
“As ARMY, it's important because that's exactly what we've always held this fandom to stand for… ARMY is known to be very involved in fandom activism,” Lila said.
“We were hoping to use that empathy, advocacy, noise, progressiveness, and organizing ability that we've been known for over the past decade… there are so many Palestinian ARMYs.
“We have lost so many members of this community to the brutal war crimes of the occupation. So many ARMYs are in Gaza, living a genocide.”
Israel's ground and air strikes over the past nine months have killed more than 39,000 Palestinian citizens in Gaza, according to official estimates, although a study published in the journal Lancet last month estimated the actual death toll could exceed 186,000.
Some BTS fans started talking about Israel's war on Gaza last November, when a clip showing photos of the band members being pulled from the rubble of the enclave went viral online. ARMY for Palestine was launched around the same time.
The group is run by Palestinian members of the BTS fandom – some of whom are based in the US and Europe – and people from other countries, including India, Pakistan and Malaysia.
Deeja, another Palestinian member of the group, said being a member of the ARMY means reflecting the “BTS values of being socially aware” and caring for other people.
“It's important to us that the ARMY sees our humanity as Palestinians, so we think that's why it's so important to be in this space both as a Palestinian and as an ARMY – to really be ourselves as an advocate for our people in this space.” she told Arab News.
“Honestly, we just want people to care — to care about Palestinians and to see Palestinians … to start listening to Palestinians and our voices. The most essential tool to continue the fight against oppression is community. Anything is possible if you have a community of like-minded people behind you.”
Although ARMY for Palestine is encouraged by the support it has received from the international community, its members have also suffered “backlash and harassment” from the BTS fandom since last year.
“There's a divide… it's definitely something that was disheartening — and quite scary to see people who were in the community with us dehumanizing us just because we're Palestinians and we're asking people to help us,” said Zuzu, a member of the group for Arab News.
“Despite pushback, we've still built a small, beautiful community of empathetic, caring ARMYs who are willing to organize, use their voices for oppressed people, and drive change. Our movement continues to grow…we will continue to be strong.”
For Casey, an Indonesian member of the ARMY based in Bogor, West Java, speaking up for Palestine is part of what it means to be a BTS fan, even though the members of the K-pop group have yet to speak out about the violence in Gaza. .
“BTS is the biggest K-pop idol group and ARMY is the biggest fandom. The voices of idols and their fans can be influential,” Casey told Arab News.
“BTS and ARMY voices are much needed to educate and raise awareness about the genocide taking place in Palestine.”
