The article analyses the neoliberal political economy of K-pop and its collusion with Israeli propaganda. Employing K-pop music giant HYBE Corporation as a case study, it is argued that the company is engaging in “songwashing” with the increasing collaboration of K-pop idol groups and solo artists with Israeli and Zionist music producers and songwriters. Songwashing is explored as a form of neo-Zionism, which targets the growing global music market of K-pop to disseminate Israel’s soft power to manufacture consent and whitewash Israel’s occupation and genocidal campaign in Palestine while establishing Israel as a culturally productive and legitimate state. The commodification of K-pop idols as soft power tools in diplomacy forms the essence of this phenomenon. However, this soft power strategy can also transform into soft disempowerment through K-pop fans’ protests on social media platforms such as X, Instagram, and Weverse, demanding HYBE’s divestment from Israeli cultural goods.