K-pop's gigantic success worldwide significantly relies on the commitment of fans. But the rapport between entertainment firms and followers occasionally suffers due to allegations of exploitation. A recent controversy implicating SM Entertainment, a leading K-pop industry powerhouse, has ignited concerns over the reputed misuse of the passionate fanbase of the famed boy band, NCT.

The uproar stems from contentious promotional strategies and the management of NCT 127's TikTok account, which fans believe have been unjustly exploited.

Promotional Missteps Fuel Discontent Among Fans

The saga began with a viral post on June 20, which revealed an alleged faux pas in a promotional email sent by SM Entertainment. NCT 127 fans worldwide, it was reported, received promotional material intended for NCT Dream, another NCT sub-group.

This oversight did not sit well with fans, who felt ignored and dismissed by the entertainment company. They claimed that they were expecting material pertinent to NCT 127's activities.

Furthermore, the post noted that SM Entertainment seemed to be cross-promoting other NCT units to NCT 127 fans, utilizing the information from the American website. Given that NCT 127 is the only NCT group linked to an American label, this action was perceived as the company exploiting NCT 127 fans' information to favor other units under the firm.

SM Entertainment's Control Over NCT 127's TikTok Account Provokes Controversy

The viral post also triggered controversy over the management of NCT 127's Japanese TikTok account. It appears that SM Entertainment had assumed control of the account, rebranding it as NCT's overall Japanese TikTok account, without consulting NCT 127's fans.

While fans had become privy to this development in March, they had opted to withhold this information until now. The entertainment agency's move has resulted in feelings of betrayal and deepening discontent among the fanbase.

Netizens Echo Fan Frustrations

The saga has quickly expanded on social media, with netizens joining the chorus of dissatisfaction over SM Entertainment's perceived mismanagement.

The company's supposed failure to promote albums by Taeyong and NCT DoJaeJung to the dedicated NCT 127 followers came as a shock to many fans and observers. These developments have only added fuel to the fire of criticism against SM Entertainment and have given rise to demands for equitable treatment of artists and their fan communities.

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