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.

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Zionists in Kpop (@zionistsinkpop). (2024, December 11). When you buy or stream music from any artist under HYBE, you’re giving money to Zionists. HYBE CEO Jason Jaesang Lee publicly donated $1.5k to a fundraiser for the IOF. Retrieved from X: https://x.com/zionistsinkpop/status/1866919200402612476.

Zionists in Kpop (@zionistsinkpop). (2024, November 29). When you stream music or buy albums by BTS, TXT, Enhypen, Katseye, and more, you’re giving money to Zionists. Scooter Braun is the music industry’s number one evangelist for Zionism. Retrieved from X: https://x.com/zionistsinkpop/status/1862562040847770024.