Why Did 'Pro-Israel' Starbucks Partner Up... K-Pop Group Faces Unexpected Wave of Negative Comments

Starbucks Korea Collaborates with Group NCT
Overseas Fans Criticize on SNS Accounts
Embarrassed by 'Pro-Israel Company' Label

K-pop group NCT, collaborating with Starbucks, is becoming a target of criticism from Palestinian supporters. Since the Israel-Hamas war last October, attacks against Starbucks, labeled as a 'pro-Israel company,' are spreading to K-pop stars as well.

Collaboration products between Starbucks and NCT.
[Image provided by Starbucks Korea]

On the 31st, Starbucks Korea's social media accounts posted several promotional messages about products released in collaboration with NCT since the previous day. However, the comment sections are flooded with negative comments in foreign languages targeting Starbucks. Comments such as "Cancel the contract between NCT and Starbucks," "We do not accept the collaboration between NCT and Starbucks," and "Please boycott together" stand out.

Starbucks has become a boycott target whenever conflicts between Israel and Palestine arise, being labeled as a 'pro-Israel company.' Starbucks founder Howard Schultz, who is Jewish, revealed a pro-Israel stance, having received the 'Friends of Zion Award' in Israel in 1998. However, Schultz has since stepped away from management, and Starbucks denies any connection with Israel. Although rumors spread claiming "Starbucks funds the Israeli military," Starbucks has denied this as "completely false."

Nevertheless, Starbucks continues to face criticism due to suspicious actions. After the Israel-Hamas war, the Starbucks union posted pro-Palestinian messages, but the company filed a lawsuit citing trademark infringement, drawing consumer criticism. Additionally, the announcement to reduce 20% of Starbucks employees in the Middle East intensified the stigma. Besides Starbucks, companies like McDonald's, KFC, Pizza Hut, Coca-Cola, and Pepsi are also facing difficulties.

Truck protest by NCT Indonesia fandom.
[Image source=X (formerly Twitter) capture]

Following the announcement of the collaboration between Starbucks and NCT, on the 23rd, NCT's Indonesian fandom stated on social media, "We do not want NCT or your artists to be associated with or promote Starbucks or companies funding mass genocide in Palestine. Please pay attention to our concerns." However, Starbucks Korea is 67.5% owned by Shinsegae Group and the remaining shares by the Singapore Investment Corporation (GIC). Domestic fans maintain the position that "Starbucks Korea operates separately from Starbucks in the United States."