K-pop fans seem to have never been satisfied with artist management companies. From minor issues to major ones, fans always seem to find reasons to express dissatisfaction with the company.
In the past, fans would protest by trending hashtags on social media or hiring trucks for demonstrations. But now, they have adopted a much more toxic method: sending funeral flowers. This method has sparked intense debate on social media recently.
The Terrifying “Funeral Festival” for Seunghan (former RIIZE member) and Suga (BTS)
The RIIZE fandom wasn’t the first to send funeral flowers to a management company, but they were the first to demonstrate the chilling power of this protest method. From the group’s debut in September 2023, Seunghan faced multiple controversies, such as allegations of staying at a hotel with his girlfriend, smoking, and making inappropriate comments about Eunchae (LE SSERAFIM). These issues led SM Entertainment to suspend Seunghan’s activities, leaving RIIZE to promote as a six-member group.
After a 10-month hiatus, SM Entertainment announced Seunghan’s return to the group. This immediately outraged RIIZE’s fans, especially in South Korea, China, and Japan. In the 10 months without him, the six members had turned RIIZE into a “monster rookie” group, selling millions of albums and scoring hits like “Love 119” and “Boom Boom Bass,” with sold-out fan concerts at KSPO Dome. Fans in East Asia couldn’t accept that a controversial member would return and share in the group’s success. This view sharply contrasts with international fans, who were more forgiving and believed Seunghan did nothing wrong.
Korean fans, with the advantage of being in the home country, didn’t engage in online battles with international fans but took direct action. In less than 24 hours, 1,000 funeral flower wreaths were sent to SM Entertainment’s headquarters in protest. The sheer number of flowers left people stunned, with some remarking, “Even the chairman wouldn’t receive this many wreaths at his funeral.”
Korean fans also canceled pre-orders for RIIZE’s products and pressured advertisers to directly target SM Entertainment’s finances. Under this immense pressure, Seunghan had to leave the group just two days after rejoining.
Neutral fans and onlookers were astonished by the power of the RIIZE fandom. Although the fans “won,” their extreme actions sparked significant criticism. Many people argued that this was nothing short of psychological terror against Seunghan. Although he made mistakes, they said he didn’t deserve to “attend his own funeral” at such a young age. Some worried that, if his mental state wasn’t strong, he might resort to drastic measures.
BTS fans (ARMY) weren’t immune to this trend. In May 2024, fans sent funeral flowers to protest against HYBE Labels amidst controversies involving Min Hee-jin. From her remarks, BTS was accused of being involved in cults and chart manipulation. Fans believed the company was using the seven BTS members to shield itself from public backlash.
In May, when fans witnessed their idols being treated unfairly, they sent trucks and funeral flowers to HYBE Labels in protest. Faced with this intense response, HYBE quickly threatened legal action against those tarnishing BTS’s reputation. This first funeral wreath campaign was considered a success.
Now, a portion of ARMY has organized another “funeral flowers festival,” demanding that Suga leave BTS. Suga faced backlash from some fans due to a drunk driving scandal. Although he wasn’t prosecuted, he received the highest fine possible, amounting to 15 million won (~$275,000). While the fine wasn’t an issue for Suga, his reputation and public image suffered significantly. In South Korea, drunk driving is considered a serious crime, one that can end the careers of stars like Kim Sae-ron, Lizzy (After School), and Youngmin (AB6IX).
Some fans were unhappy, feeling that Suga’s actions had tarnished BTS’s 10-year reputation. They believed BTS, once a group with a positive image, had now become tainted with “criminals,” and the other members were affected by association. As a result, they wanted Suga to leave the group, despite his decade of contributions.
However, the majority of the fandom disagreed with this view. They believed BTS should remain complete with all seven members, and Suga didn’t need to leave. On social media, fans with opposing opinions have been clashing. The second funeral wreath campaign has yet to reach a conclusion.
The Funeral Flowers Culture Need to Stop
Sending funeral wreaths isn’t a new protest method in South Korea. Before it spread to K-pop, these wreaths were sent to protests targeting politicians, the Korean Football Association, and e-sports teams. In Korea, it is somewhat regarded as a symbolic way to express opposition.
However, in other cultures, funeral flowers carry much heavier connotations. The negative messages written on these wreaths have turned this into a toxic protest culture that borders on terrorism and bullying against artists. Many are calling for K-pop fans to adopt more peaceful forms of protest, avoiding extremism and harm to idols.
In the past, many stars, such as Sulli and Jonghyun (SHINee), couldn’t withstand the pressure of public opinion. Sulli, who had an unhappy childhood and faced fame’s pressure from a young age, was heavily criticized in adulthood for her romantic relationships and clothing choices. At times, every action of Sulli would make her a prime target for online attacks.
Yet, when she passed away, the world mourned her.
Jonghyun (SHINee) faced harsh criticism when he publicly dated actress Shin Se Kyung in 2010. Under public pressure, the couple quickly broke up. Later, Jonghyun couldn’t overcome his battle with depression. While his breakup with Shin Se Kyung may not have been the direct cause of his death, the extreme actions of some fans likely shortened his days of happiness.
To avoid repeating these tragic outcomes, it’s time for fans to work towards creating a healthier K-pop environment. This requires understanding and cooperation from entertainment companies as well. They should take strong measures to remove problematic artists from the industry, such as banning performances or enforcing severe legal penalties. In part, the leniency and negligence of companies have contributed to the rise of extreme fan actions. At the same time, artists who have done nothing wrong must be protected, and their mental well-being should be safeguarded through counseling and legal actions against malicious behavior.
Depression is not uncommon in the idol world, and it seems to be an inevitable challenge for those who choose this path. The sad reality looming over K-pop has led many within the industry to speak out and take action to prioritize mental health. This effort requires empathy and love from fans as well, who have a significant impact on the lives of these artists.
