“His company is leeching on his ideas” — Fans accuse HYBE of capitalizing on BTS Jin’s 2024 Paris Olympics appearance by promoting other K-pop groups

BTS' Jin was selected as one of the torchbearers for the 2024 Paris Olympics and Paralympics Torch Relay. On July 9, 2024, South Korean media outlet Sports W reported that HYBE faced backlash for allegedly capitalizing on BTS Jin's upcoming appearance at the Torch Relay.

This stemmed from HYBE's memorandum of understanding (MOU) with the Korea Sports Council, established in March 2024. The MOU outlined HYBE's commitment to collaborating on domestic and worldwide cheering culture innovation and promoting Korean culture at the Paris Olympics.

HYBE was authorized to create official Team Korea merchandise and cater to over 5,000 cheering lightsticks. The company is also set to produce cheering content featuring HYBE artists for the Korea House in Paris.

This led to outrage among BTS ARMYs, who accused HYBE of "leeching" off Jin's popularity and creativity to promote other idol groups. One X user commented:

"His company is leeching on his ideas and creativity. Promoting other artists on his SOLO SCHEDULE"

The BTS ARMYs expressed their displeasure at HYBE's decisions. The company "promoting others" and "using" the Epiphany singer-songwriter's fame further infuriated them.

"Wootteo's inclusion is very good. But why is hybe sending video content of other hybe artists? Is this riding on SJs popularity? Promoting others on his back?" one X user wrote.

"Dont wanna be that person ,r they really going to promote others using him????Is hybe for real?????" another X user added.

"Yes, this is Hype, which promotes the artists under its management and capitalizes on Jin's influence and popularity as if Jin were Noah's Ark," another X user commented.

ARMYs expressed their support for Jin and Wootteo's cheering content for the 2024 Paris Olympics and asked HYBE to not include "other groups" on his solo schedule.

"Seokjin and wotteo are working hard not just for themselves but for others too," one X user added.

"Why is Hybe using SJ popularity to promote Hybe others artist," one person reacted.

"Hybe using wootteo to promote groups we dont care about during the paris olympics when will our suffering end," one X user remarked.

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HYBE creates 'Team Korea cheering stick' as BTS Jin represents South Korea as a torchbearer for 2024 Paris Olympics

On July 9, 2024, Sports W reported that HYBE created unique lightsticks using their exclusive technology for the 2024 Paris Olympics. This marks the first time lightsticks will be used at this year's Summer Olympics to show support for South Korean and international athletes.

As part of Team Korea's official goods, HYBE also intends to create a "cheer slogan" and provide it to the Korea Sports Council. The Olympic flame served as the design inspiration for the cheering lightstick. Furthermore, to set the cheering stick for athletes apart from the standard model, the South Korean national flag was affixed to the top.

The HYBE lightsticks come in two types, including the standard TEAM KOREA OFFICIAL LIGHT STICK and the TEAM KOREA OFFICIAL DIGITAL FLAG for Korean athletes. HYBE will deliver 500 lightsticks domestically to support Team Korea and 4,500 lightsticks to the Korean House in Paris.

On July 27, 2024 (KST), families of Korean athletes and key public figures will gather at the Korea House in Seoul to show support for the 2024 Paris Olympics. HYBE will reportedly provide all attendees with customized cheering sticks that sync lights and colors with the cheers.

Additionally, HYBE will deliver the Korea House (Republic of Korea Promotion Hall) with video material featuring HYBE artists and idol groups. The videos will be showcased at the "Hallyu Promotion Hall" at Korea House.

For the 2024 Paris Olympics, the Korea House aims to promote and exchange K-content, and a photo event including Wootteo's giant doll to honor BTS Jin's debut single, The Astronaut. For the uninitiated, Wootteo is a cartoon character created by Jin in 2022 to promote his song, The Astronaut.

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BTS' Jin will participate in the 2024 Paris Olympics and Paralympics Torch Relay as one of the 11,000 honorable torchbearers. The relay started on May 8 when the Olympic Flame was lit in Olympia, Greece. After traveling across 400 cities and five overseas regions of France for three months, the Olympic Flame will arrive in Paris on July 26 for the opening ceremony of the Games.