BTS member Jungkook has landed himself in hot water with his latest activity.
Recently, Jungkook was announced as the new global ambassador of Hublot, a high-end Swiss watch brand. The announcement was made through a brand event in Seoul on February 12 KST, which was attended by the BTS member and Hublot’s CEO, Julien Tonnaire.
The news received a polarizing response from fans. On one side, people were ecstatic that Jungkook had expanded his endorsement portfolio to include such a renowned brand…
Chanel Beauty and now Hublot? He’s really collecting the biggest names like Infinity Stones. https://t.co/AWo8wKT91M
— j4k_of_all_trades (@j4k_97) February 10, 2026
literally jungkook “never let them know ur next move” jeon https://t.co/x3Z3ejd7ud
— ky⁷ is seeing bts (@jungkookerst) February 11, 2026
😙✨️✨️ HUBLOT x JUNGKOOK https://t.co/bQtYatVQDd pic.twitter.com/M6RvwDhnCV
— 킹국 🎤 N͏°97 (@jk_kingkook) February 10, 2026
On the other hand, people were upset about the endorsement’s moral implications. Many pointed out that Hublot was included on multiple consumer boycott lists due to its ownership by the LVMH Group, which has received fiery criticism over its support and endorsement of Israel, even amid its genocidal actions in Gaza, Palestine.
#Hublot is owned by #LVMH and is on the boycott list.
Please divest from brand ambassadorships that support the genocide economy & the ONGOING illegal apartheid occupation in their crimes against the Palestinian people. @BTS_twt #SpeakYourselfBTS #ARMYAgainstGenocide https://t.co/E9w1mkwnvm pic.twitter.com/U2IQFAI5Th
— Ms. A⁷ (rest/slow)🐳🍉 (@nomadnoor) February 10, 2026
Zio brand ofc, like clockwork https://t.co/DktJWoRU1E pic.twitter.com/YfGiHb1oCZ
— Kei #GoldenSOTY (@phanisrealOMG) February 11, 2026
Every endorsement has zero forethought for the communities affected, the world around them fighting for liberation.@BTS_twt @bts_bighit #HYBEDivestFromZionism https://t.co/P789dvlA6e pic.twitter.com/psMU6UCWaB
— Becky – Anti Apathy⁷🍉 (@BeckyTheStan) February 10, 2026
Hublot, as a brand itself, has also been closely associated with Israel. In 2018, it released two watch models to commemorate the 70th anniversary of the founding of Israel, which had sparked controversy even at that time. So, Jungkook’s close association with the brand is not sitting well with many fans’ conscience.
Ohh, congrats our zionist Magakook…Is that why armys are trying so hard to spread lies about Lisa 😆?? https://t.co/uBczYd6dcx pic.twitter.com/AcF5TLNeF0
— meli (@lalisameli) February 10, 2026
A limited edition watch celebrating the apartheid state in 2018 made by several brands including Hublot.
Boycott Hublot@bts_bighit @BTS_twt#SpeakYourselfBTS #HYBEDivestFromZionism https://t.co/m1jzLQDdDd pic.twitter.com/oDHAixEI8w
— Oliv⁷ 🍉🐋🏴☠️ #SpeakYourselfBTS (@N_P_E_A) February 11, 2026
maybe this is a hot take but i’m kind of frustrated by jk x hublot bc they are a z!onist brand … capitalism really will win every time 🥀 it just shows how entrenched most major companies are, hybe included.
loving an artist doesn’t mean you can’t be critical of choices made!
— iris⁷ IS SEEING BTS⟭⟬ (@starryhoseok) February 12, 2026
Hublot is not only under lv th z!onist brand, but it celebrated th apartheid state in 2018 w a limited edition watch that they still sell.
Do better @bts_bighit @BTS_twt n stop endorsing brands that support g3nocide.#SpeakYourselfBTS #HYBEDivestFromZionism pic.twitter.com/TQyJsdCv39
— เบ้บจ๋า 𓇼 ⊙⊝⊜ (@njyjjtjbts_7) February 12, 2026
With fans consistently demanding K-Pop companies to divest from Zionism and artists, including BTS, continuing to endorse brands that are directly linked to the ideology, there seems to be a widening gap in the K-Pop fan spaces.
