On November 13, HBO Max Taiwan’s social media team faced a firestorm of criticism after a promotional post on Threads was seen as an indirect jab at popular K-pop group NewJeans. The now-deleted post promoting the latest episodes of the Dear X series referenced the term “Antarctica,” a phrase that fans immediately linked to a sensitive context involving NewJeans.
The original message read: “I’m not in Antarctica, please don’t freeze me. The two most recent episodes of Dear X are now available. Please get me out of your app harem, thanks.” While seemingly lighthearted, the mention of “Antarctica” inadvertently echoed NewJeans’ recent explanation for delayed communication with fans, which cited a member’s location in Antarctica during the internal ADOR-HYBE disputes.
Fans quickly filled the comments with frustration, accusing the platform of being tone deaf or making light of a difficult situation. The reaction intensified due to the continued emotional support NewJeans fans offered the group during their internal challenges at the company.
Late at night on the same day, HBO Max Taiwan removed the post and apologized via Threads:
“Today, our post caused misunderstanding and distress. We sincerely apologize. At the time, we did not consider the context of the ongoing news and our choice of words led to this confusion. We truly understand the impact this had on fans. The post has been deleted and we are reviewing our content process to avoid similar incidents.”
This incident highlights the growing scrutiny streaming platforms face in fan-centric digital spaces. It also highlights the delicate line social media managers walk between trend marketing and cultural sensitivity, especially when interacting with the passionate K-pop community.
As Dear X continues its run, HBO Max Taiwan is expected to tread more carefully, with fans watching closely.
Sources: ETtoday Starlight Cloud
