Internet users called for the first time HYBE hypocritical after the company apparently tested its ESG strategy (to show consideration for environmental and social issues) with the launch of bts Expectsolo album by Jack in the box.
Following the announcement of J-Hope’s solo album, HYBE revealed that there will be no physical version for fans to purchase. Instead, fans who purchased “the album” would purchase a pack with a QR code (user guide), card holder (1 of 2), photo card A (type 1) and a photo card B (1 of 2).
At the time, many fans expressed their frustration and wondered why HYBE would attempt their new ambient strategy on an album with only two releases instead of some of the recent HYBE artist comebacks that had a lot of photocards to see.
ARMYs were also concerned about how the lack of a physical album would affect J-Hope’s ability to chart globally with his debut album and assumed it would mean he would earn less money.
Now netizens are calling the company a hypocrite again, as HYBE has announced a new cookbook, BTS COOKBOOK: Tasty Storybookwhich will be available for purchase on July 28.
BTS COOKBOOK: Tasty Storybook
오래기다리셨죠? 곧출시됩니다!
We promise, the wait will be worth it! Very quickly! 🧑🍳📗📙2022.07.28 Coming soon pic.twitter.com/54PPAMtNBX
— HYBE EDU (@HYBE_EDU) July 22, 2022
The cookbook appears to include images 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 eager to try 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 need to start cooking https://t.co/V3Clg02Uqe
— Mel⁷ 🐻🐱 (@yunggiee) July 22, 2022
Other fans are frustrated that, unlike J-Hope’s debut album, HYBE seems to neglect its environmental focus in favor of selling more physical products.
PHYSICAL CD RELEASE FOR JACK IN THE BOX #JACKINTHEBOX?! Hypocritical post, you make me sick. @HYBEOFFICIALtwt @BIGHIT_MUSIC @weverseofficial @HYBE_MERCH @GeffenRecords @UMG#HOPE BETTER Hoseok, you deserve 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 the physical album of the members? 😒 https://t.co/Za4aIzTjdy
— 🍒Carol🍒 (@Withyou61994875) July 22, 2022
While the cookbook definitely has a target audience, some fans are infuriated that HYBE seems to be profiting from the BTS name while making controversial decisions for J-Hope’s music career.
hybe is really trying to suck every penny he can from the bts brand 😟 https://t.co/HJICVBAsOj
–* (@cr7njm) July 22, 2022
now they doing shit 😭 https://t.co/XsRuBFELZv
— k𝟕m🃏 SAW TXT (@arthoetete) July 22, 2022
Although HYBE has never confirmed this jack in the boxBTS’ single physical album was meant to test their new environmental strategy, fans are frustrated and hope the company will focus more on BTS’s music.
There’s no physical album for the guys saving the environment, but they make every piece of merchandise related to them entice people to buy…what kind of behavior is that?
business only knows money 🥴 https://t.co/XzQy01L8Kl— Cherry♡¹³🍒🐥 •PJM1• (@LilCherryJM_13) July 22, 2022
You can read more here.
Netizens Criticize HYBE For “Hypocrisy” After Using BTS J-Hope’s Album To Promote Their Devotion To The Environment