The K-pop world is currently witnessing a clash of fandoms as some BTS fans, known as ARMY, express their discontent over a new HYBE banner celebrating SEVENTEEN's 10th anniversary. The banner, prominently displayed on the HYBE building, features the phrase "SEVENTEEN WILL CHALLENGE ETERNITY." While intended to celebrate SEVENTEEN's milestone, it has sparked controversy among ARMY, who feel it overshadows BTS's upcoming return and potentially infringes on a concept previously discussed by BTS's leader, RM.
The heart of the issue lies in the timing and perceived insensitivity of HYBE's decision. BTS is slated to make their highly anticipated comeback in June 2025, following a nearly three-year hiatus during which members fulfilled their mandatory military service. The return is especially meaningful as all seven members will be reunited, with the last member, SUGA, completing his service on June 21, 2025. June is also significant for ARMY as it marks BTS's debut anniversary, a period traditionally celebrated as "FESTA" with special content and events.
The placement of the SEVENTEEN banner, replacing BTS's long-standing slogan "BTS PRESENTS EVERYWHERE," just weeks before this significant period, has been interpreted by some ARMY members as disrespectful and dismissive of BTS's achievements and legacy. Adding fuel to the fire, some fans claim that the "SEVENTEEN WILL CHALLENGE ETERNITY" slogan borrows heavily from an idea RM had proposed for BTS's own 10th-anniversary celebration. They point to a past clip where RM spoke about wanting messages displayed on the HYBE building for BTS's events. This has led to accusations of HYBE "stealing" RM's idea and prioritizing another group's promotion over BTS's homecoming.
Social media platforms have become battlegrounds for the clashing opinions. Outraged ARMY members have taken to Twitter, Instagram, and other platforms to voice their disappointment and anger, with some demanding that HYBE remove the banner before June. Many feel that BTS's contributions were instrumental in elevating HYBE from a smaller company to the global powerhouse it is today, and that the banner placement disregards this history. Some fans are questioning HYBE's loyalty, expressing sentiments like "HYBE better rip that off before June starts" and "So HYBE really replaced 'BTS represents everywhere' with a slogan for a group that wouldn't even be here without BTS opening the doors?".
SEVENTEEN fans, known as CARATs, have defended the banner, emphasizing that it is part of SEVENTEEN's promotional campaign for their 10th anniversary, which falls on May 26, 2025. They argue that SEVENTEEN has a tradition of displaying visuals on buildings to celebrate major events, even before HYBE. Some CARATs also stress that SEVENTEEN's success does not diminish BTS's achievements and that both groups deserve recognition and celebration. They also highlight that wrapping buildings for major events was something the group has done for years, even when they were based at the Pledis building, and that it shouldn't be surprising that a HYBE group is being celebrated at HYBE.
Amidst the controversy, there are voices calling for calm and understanding. Some argue that the situation is being blown out of proportion and that it is unfair to pit the two groups against each other. They emphasize that both BTS and SEVENTEEN are talented artists who have worked hard to achieve their success, and that both groups are under the HYBE umbrella, and celebrating milestones together can only strengthen the K-pop community. As one fan noted, "I'm sure BTS have no problem with other groups name being displayed on the hybe building in celebration of their 10th anniversary. They respect their juniors and support them."
The situation highlights the passionate and protective nature of K-pop fandoms, as well as the complex dynamics between artists and their management companies. As SEVENTEEN's anniversary approaches and BTS's comeback looms, it remains to be seen how HYBE will navigate this sensitive situation and address the concerns of its diverse fanbase.
