“Sabotage against Jin”- Fans call out HYBE over alleged timing and package similarities between BTS member’s brands and ARIH

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Online discussion around BTS’ Jin has gained traction online. Fans are comparing his brand IGIN with HYBE’s newly launched ARIH line. IGIN was first introduced in late 2024. Then, it expanded to international markets in 2025 and saw a wider release in Korea in March 2026.

On the other hand, ARIH was launched recently on April 10. It’s a joint venture between hy Co., Ltd and HYBE. hy Co., Ltd is one of the largest food and beverage companies in South Korea.

While IGIN is known as Jin’s independent venture, ARIH is a company-led project inspired by BTS. The timing of both launches has drawn attention among sections of the fandom. Overlaps in categories like drinks and noodles have further fueled these comparisons.

Fans are expressing frustration with HYBE over alleged timing and packaging similarities between BTS’ Jin’s brand and ARIH. Some users highlight side-by-side comparisons and question the overlap.

Seeing the comparison, one fan said:

“I am not worried about IGIN or its competition with ARIH – The former is a product arising from Jin’s love and support for Korean produce, while the latter is just a $ making machine. I am more outraged than worried – The sabotage against Jin is unforgivable at all”

@chibiseokjini I am not worried about IGIN or its competition with ARIH – The former is a product arising from Jin’s love and support for Korean produce, while the latter is just a $ making machine. I am more outraged than worried – The sabotage against Jin is unforgivable at all

More fans shared a similar opinion on this topic. One fan also alleged that HYBE copied IGIN’s promotional strategy.

Didn’t you realize how much this company doesn’t want to see any of its idols succeeding outside of it? Jin is the CEO of IGIN and they went and created ARIH… what a dirty trick, of course ARMY will buy ARIH, after all it’s from BTS and Jin’s drink will be forgotten.

not only did this shameless company steal the idea from seokjin, but they also copied his brand’s promotion strategy almost word for word 😂 doing everything for a quick cash grab, while sj actually built his brand through long-term preparations. greedy ho @HYBEOFFICIALtwt

@ayforj_ @srannie_sjinnie There’s no way I would buy any of that products. So unethical of that company to compete with jns own company. Nevermind the ramen but the beverage which is owned by Jin. He has non alcoholic beverage too. Still a competition. Grrrr.😠

More fans added:

They really took Seokjin nachos, now we see why he didn’t renew with ottogi, the concept of blocking him so that army only consumes products that represent the group and don’t support jin emerging brand, f*king money hungry p*gs 7 versions to see which one sells out first? nop🤨

Hybe tried to copy the original versions, but clearly they failed. I will never forget Jin Ramen et I’m loyal to IGIN!

Even if it’s similar to my name and the boys endorse this brand, I’m not gonna buy it lol. Damn you, Hybe!

BTS ARIRANG world tour day 3 at Goyang Stadium, Jin on Hot Ones, and ARIH pre-order

BTS concluded their three-night ARIRANG world tour in Goyang at Goyang Stadium on April 12, 2026. The setlist stayed largely unchanged. However, the encore segment saw a slight variation, with Spring Day and Run replacing Take Two and DNA.

On April 9, the group went to Hots Ones to promote ARIRANG. During the interview, Jin’s reactions to spicy chicken wings went viral. Many found his reactions hilarious.

In other news, ARIH products are available for pre-order on Walmart. The products include noodles, probiotic soda, and more. Depending on the product, price ranges from $3.32 and goes up to $8.77. ARIH also had an event in Los Angeles where several fans tasted the product firsthand. More event dates are expected to be announced soon.

The group is now set for their fourth show at Tokyo Dome in Japan on April 17 and 18.