BTS’s Upcoming Album “ARIRANG” Merch Triggers Huge Controversy

“The company’s audacity is impressive.”
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Koreaboo

BTS fans are voicing frustration after HYBE announced merchandise for the group’s upcoming album ARIRANG before sharing key details about the release.

bts gq 1
| GQ Magazine

In K-Pop, it is common for companies to reveal an album’s concept photos, teaser videos, tracklists, and other promotional materials before launching related merchandise. These teasers usually help build excitement and give fans a clearer idea of the album’s theme.

bts merch arirang
| @HYBE_MERCH/X (formerly known as Twitter)

However, fans say the rollout for ARIRANG has broken that pattern. With the album reportedly set to release soon, no official concept photos, teasers, or album details have been revealed yet. Despite this, HYBE has already begun promoting merchandise tied to the comeback.

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The album comes out next week.
If they tell us to buy merch without giving us a single thing like the album design or concept photos, wouldn’t that make you angry or not?

They’re not giving fans anything at all, yet they’re already telling us to spend money. Seriously, the nerve.

— Fan via X (formerly Twitter)

Where did they even learn such rude behavior?
There’s no timetable, no concept photos, no trailer, no teaser, nothing… and yet they’re already asking us to pay first.

— Fan via X (formerly Twitter)

With only 10 days left until the release of the 5th full album, we haven’t received a single thing, no timetable, no concept photos, no teaser, not even the album details, yet they’re already pushing merchandise. This is honestly the first time I’ve ever seen something like this. Is this a first in the idol industry too? Now I can clearly see what they think of us.

Honestly, it’s impressive… the company’s audacity is impressive, and the patience of the fans who are still holding on is impressive too.

— Fan via X (formerly Twitter)

The move has sparked massive backlash from ARMYs. Both Korean and international fans have criticized the company, arguing that asking fans to purchase merchandise before revealing the album’s concept feels unfair.

Some have even gone as far as calling the situation mistreatment, saying it sends the message that fans are expected to spend money without receiving the usual promotional content first.

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