CORTIS’ Lullaby music video is one of their most creative projects yet. The entire MV is shot from the first-person perspective of an object. It lets viewers experience the group’s world through a playful lens: shopping in a supermarket, hanging out by the pool, partying with friends.
The problem is that the object is a Coca-Cola can. Out of every possible soda or drink they could have chosen, HYBE centered the MV around one of the more controversial brands out there.
The Problem with Coca-Cola Right Now
Coca-Cola has faced boycotts for years due to its operations in Israeli settlements on occupied Palestinian land. After the escalation of the Israel-Gaza war in late 2023, those boycotts exploded worldwide. In markets across the Middle East, North Africa, and Asia, Coke sales dropped sharply. K-pop fans have been calling for boycotts of idols who endorse or promote the brand.
Was It Sponsorship or Just Bad Judgment?
This decision wasn’t an accident. In earlier CORTIS videos, Coca-Cola labels were blurred. In Lullaby, the logos are clear, consistent, and central. That suggests a sponsorship, or at least permission from the company.
If it was a paid deal, HYBE has a problem. In markets like the US, UK, and EU, advertising law requires companies to disclose product placements. Even in Korea, major broadcasters have strict rules about indirect advertising. Yet nowhere in HYBE’s posts or the video description is the Coke partnership mentioned.
If it wasn’t a sponsorship, then that means HYBE deliberately chose Coca-Cola as an aesthetic choice. All while ignoring how toxic the brand is right now.
They could have chosen Pepsi, Dr Pepper. They could have used CORTIS’ growing popularity and the HYBE brand to promote a Korean owned soda/drink. They could have used Gatorade. You see a Gatorade bottle in the video and its thumbnail! There are so many different brands that aren’t on the BDS boycott list to pick from. You could easily replace that coke can with something and the storyline would stay the same.
The Risk of Repeating Old Mistakes
HYBE might be banking on the old adage that “all publicity is good publicity.” After all, LE SSERAFIM’s hate trains in 2024 didn’t stop them from growing more popular. Yet that strategy ignores the human cost. In a Weverse letter, LE SSERAFIM member Huh Yunjin admitted the toll it took on her mental health. CORTIS just debuted several weeks ago. They don’t have the fanbase or reputation to weather a potential controversy.
This isn’t just about one Coke can. It’s about whether K-pop companies understand the political climate their music exists in. Fans aren’t passive consumers anymore. They notice, they care, and they act.
It’s hard to tell if HYBE is being obtuse on purpose or if higher ups are incapable of reading the room. Either way, the agency is doing CORTIS a disservice since this move will lead to even more to hate coming their way, which is the last thing the boys need.
