Recent dating rumors involving Jungkook of BTS and Winter of aespa have reignited a long-running discussion about how the K-pop industry operates. The situation exposes deeper issues within the industry’s business model.
The rumors were based on circumstantial details such as overlapping locations and similar tattoos. Even without official confirmation or denial, online backlash was massive.
Protest trucks appeared in front of agencies, online fan communities organized “de-fandom” campaigns, and company stock prices were affected. These reactions were less about jealousy and more about dissatisfaction with how fans believe they are treated as consumers.
In K-pop, idols are not marketed only as musicians. They are also promoted as emotionally accessible figures. Through frequent fan sign events, video calls, and paid messaging platforms, fans are encouraged to feel personally connected to artists.
These interactions often include intimate language and daily check-ins. Over time, this creates a strong one-sided bond known as a parasocial relationship, where fans feel emotionally close despite the relationship being transactional.
This system has proven highly profitable. Fans spend large amounts of money on albums, merchandise, and access to brief personal interactions. As a result, album sales rise even when the music itself does not dominate public charts. However, this same structure creates problems when an idol’s private life becomes visible.
When dating rumors emerge, some fans feel betrayed. Their reaction often comes from a belief that they invested emotionally and financially under certain assumptions. Many fans now see themselves not only as supporters, but also as contributors or investors in an idol’s success. From that perspective, a real-life relationship can feel like a broken promise, even though no such promise was ever formally made.
Agencies are aware of this risk. This is why companies often remain silent when rumors surface. In the case of Jungkook and Winter, neither HYBE nor SM Entertainment issued an official statement. Both artists continued their scheduled activities and fan communications without addressing the rumors.
Earlier this year, Jimin also faced a similar situation when dating rumors with Song Da Eun reemerged when she shared a video with him. After dropping repeated clues over the years, this video was the final blow, where Jimin’s face was clearly visible.
As expected, criticism followed, and agencies remained silent until the backlash became so massive that HYBE had to respond. For the first time ever, the label publicly confirmed the past relationship of a BTS member.
From a business standpoint, silence is often seen as the least damaging option. Confirming a relationship could lead to backlash, decreased engagement, and lower sales.
However, this approach puts the burden on the idols. They must manage fan expectations while protecting their private lives. They are often criticized no matter what choice they make. Their personal lives become public issues, even though they are simply living their own lives.
Agencies actively encourage deep emotional attachment during promotions, but step back when those attachments turn into conflict.
They benefit from the fantasy of closeness but avoid responsibility when things go wrong. This leaves idols exposed and responsible for the consequences created by the system around them.
For fans, roles are also changing. Modern fandoms are diverse. Some fans engage casually, while others invest significant time, money, and effort. When expectations are not met, frustration often comes from feeling ignored rather than from personal resentment.
The repeated backlash from dating rumors shows that the “virtual lover” model is reaching its limits. While it helped K-pop grow globally, it is becoming harder to maintain. Idols are not products—they are human beings with feelings and private lives.
It appears agencies will likely continue using silence as a strategy, and idols will remain caught in the middle. The system sells a fantasy it cannot protect, and that tension is unlikely to disappear anytime soon.
