Netizens first called HYBE hypocritical after the company seemingly tested out its ESG strategy (to showcase their consideration for environmental and social issues) with the release of BTS J-Hope‘s solo album Jack In The Box.
After the announcement of J-Hope’s solo album, HYBE revealed that there wouldn’t be a physical version for fans to purchase. Instead, fans who purchased the “album” would be buying a package with a QR code (User guide), Card Holder (1 of 2), Photocard A (1 type), and Photocard B (1 of 2).
At the time, many fans voiced their frustration, wondering why HYBE would test their new environmental strategy on an album with only two versions as opposed to some of HYBE artists’ recent comebacks that had many photocards for fans to collect.
ARMY were also concerned about how the lack of a physical album would impact J-Hope’s ability to place on worldwide charts with his debut album and assumed it would mean he would be making less profit.
Now netizens are once again calling the company hypocritical as HYBE has announced a new recipe book, BTS RECIPE BOOK: Book of Tasty Stories, that will be available for purchase on July 28th.
BTS RECIPE BOOK: Book of Tasty Stories
오래 기다리셨죠? 곧 출시됩니다!
We promise the wait will have been worth it! Coming to you very soon!🧑🍳📗📙
2022.07.28 Coming soon pic.twitter.com/54PPAMtNBX
— HYBE EDU (@HYBE_EDU) July 22, 2022
The recipe book appears to include pictures of BTS and likely recipes influenced by the members’ favorite dishes. There are two versions of the album, a “GLOBAL EDITION” and a “JAPAN EDITION.”
While many fans are excited to try out new recipes…
OH NO I NEED THIS FOR MY NEW KITCHEN https://t.co/JxH7x3vq3q
— ᴮ ᴱ ᴸ ᴸ ᴬ ⁷ let’s burn (@motstourticket) July 22, 2022
I've waited so long for this 😍 https://t.co/xSIL7g2aeh
— Jana⁷💜J-Hope💜Jack In The Box💜15.07.2022 (@jnawlff) July 22, 2022
suddenly i feel the urge to start cooking https://t.co/V3Clg02Uqe
— mel⁷ 🐻🐱 (@yewngiee) July 22, 2022
Other fans are frustrated that, unlike with J-Hope’s debut album, HYBE seems to be neglecting its environmental focus in favor of selling more physical merchandise.
RELEASE PHYSICALS WITH CD FOR JACK IN THE BOX #JACKINTHEBOX?! hypocritical pos, you make me sick. @HYBEOFFICIALtwt @BIGHIT_MUSIC @weverseofficial @HYBE_MERCH @GeffenRecords @UMG#JHOPEDESERVESBETTER hoseok, you deserve SO much BETTER. @BTS_twt know that!!!! https://t.co/v2hageGgLq
— roselle in the box (semi-ia) (@rkiveroses) July 22, 2022
i thought we were saving the environment? https://t.co/edBFchiko8
— .. (@patient1013) July 22, 2022
Can you also give us members physical album 😒 https://t.co/Za4aIzTjdy
— 🍒Carol🍒 (@Withyou61994875) July 22, 2022
While the cookbook definitely has a target audience, some fans feel exasperated that HYBE seems to be profiting off of BTS’s name while also making controversial decisions for J-Hope’s music career.
hybe really trying to suck every last penny they can out of the bts brand 😟 https://t.co/HJICVBAsOj
— * (@cr7njm) July 22, 2022
they’re fr just making shit now 😭 https://t.co/XsRuBFELZv
— k𝟕m🃏 SAW TXT (@arthoetete) July 22, 2022
Although HYBE never confirmed that Jack In The Box‘s unique physical album was meant to test their new environmental strategy, fans are frustrated and hopeful that the company will focus more on BTS’s music.
No physical album for the boys for saving the environment but making every merch related to them to make people buy….what kind of behaviour is this 😐
company only knows money 🥴 https://t.co/XzQy01L8Kl
— Cherry♡¹³🍒🐥 •PJM1• (@LilCherryJM_13) July 22, 2022
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