ARMY expresses displeasure as SEVENTEEN fans celebrate No. 1 spot using BTS' name

The Korea Brand Reputation Research Institute, on January 13, unveiled the latest K-Pop boy group brand reputation rankings for the new month of the new year. For the past 67 months — over five and a half years — BTS has consistently claimed the coveted No. 1 position. However, the January 2024 rankings revealed a significant shift as SEVENTEEN emerged as the new No. 1 in the K-Pop boy group brand reputation ranking. Notably, NCT secured the No. 2 spot, while BTS maintained a strong presence at No. 3.

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As SEVENTEEN's fanbase, known as Carat, celebrated their group's success, it was seen them using BTS' name in their posts and celebrations. This drew discontent from BTS' loyal fanbase, ARMY, who expressed their displeasure at the use of their favourite group's name.

In response, ARMY members were quick to highlight that BTS' decline in the rankings was solely attributed to the group's current hiatus and absence from music releases. Despite this, the enduring popularity of BTS was evident with their sustained high placement at No. 3 in the rankings.

Why are BTS' on hiatus?

With all members of BTS having enlisted in the South Korean military, a temporary decline in their brand reputation is understandable. 

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Their brand points have experienced a notable decrease, amounting to approximately 47% since December, when the remaining four members - RM, Jimin, V and Jungkook enlisted for their mandatory military services.

K-Pop Boy Group Brand Reputation Ranking for January 2024:

1. SEVENTEEN

2. NCT

3. BTS

4. RIIZE

5. ZEROBASEONE

6. THE BOYZ

7. Stray Kids

8. EXO

9. SHINee

10. ASTRO

11. ATEEZ

12. Super Junior

13. TVXQ

14. BTOB

15. BOYNEXTDOOR