'No originality?' ARMY slams SEVENTEEN for 'copying' BTS RM's 10th anniversary concept; HYBE faces backlash

When BTS began enlisting for their mandatory military service, many believed that HYBE was actively looking for their "next BTS." Despite each member ¡ª Jin, SUGA, J-Hope, RM, Jimin, V, and Jung Kook ¡ª releasing solo albums during the hiatus, BTS as a group remained musically inactive. Naturally, attention shifted to SEVENTEEN, a group that had already cemented their popularity in South Korea.

Now, as SEVENTEEN prepares to release their 5th full-length album on May 26 to mark their 10th anniversary, controversy has erupted ¡ª and ARMY is furious.

The sticker that sparked the backlash

It all started with a sticker on the HYBE building that reads: "SEVENTEEN will challenge eternity." To casual observers, it might seem like a harmless tribute. But to BTS fans, the similarity hits too close to home.

SEVENTEEN sticker on HYBE building

Back in 2023, for BTS' 10th anniversary, the HYBE building was wrapped with a slogan: "BTS Presents Everywhere." A collaborative effort between Big Hit Music and the Seoul Metropolitan Government, the message emphasized BTS' global presence and enduring influence. A year later, the slogan conceptualized by RM for their 11th anniversary, the building displayed the fan-beloved phrase "APOBANGPO" ¡ª meaning "ARMY Forever, Bangtan Forever" ¡ª along with the "BTS & ARMY" logo.

BTS sticker on HYBE building

To ARMY, these tributes were meaningful, original, and rooted in BTS' legacy. Seeing another group replicate the format has struck a nerve ¡ª especially with BTS' long-awaited reunion just weeks away.

HYBE under fire ¡ª again

The criticism isn't limited to SEVENTEEN. Much of the backlash is aimed directly at HYBE. ARMYs accuse the company of repackaging BTS' ideas and applying them across its other groups in an attempt to replicate the BTS phenomenon.

From In the SOOP to BTS' mobile game mechanics, and now the sticker branding ¡ª fans are calling out HYBE for what they view as lazy duplication rather than cultivating original identities for its other artists.

'Copying Namjoon's idea?': ARMY reacts

Many ARMYs believe SEVENTEEN's anniversary display is not just inspired, but outright derivative of what BTS pioneered. The outrage stems from what fans see as HYBE's repeated pattern of giving other groups under its umbrella the same concepts originally created for BTS.

Many took to X (formerly known as Twitter) and slammed the group and the agency. Many also point out the timing: June has always been associated with BTS' anniversary celebrations, and this year is even more significant as it marks their full-group return after military enlistment.

One ARMY said, "This better be gone by June 1st. Like, that's purple month."

this better be gone by june 1st like that¡¯s purple month https://t.co/eZwdHVhrsO

¡ª emily? bts year (@DlS_3ASE) May 22, 2025

Another commented, "Carats led an entire hate train on Namjoon only for SEVENTEEN to end up copying Namjoon¡¯s ideas."

Carats lead a entire hate train on namjoon only for seventeen to end up copying namjoon ideas https://t.co/3q5uvLpA2Y

¡ª ?????? ?? ????? ??? ??? (@its_7forBee) May 22, 2025

One wrote, "they want what BTS have so bad it's embarrassing at this point cus BTS built this whole fvckass company but what this group has done exactly other than sea pollution? the disrespect of stealing the company builder idea aka Namjoon¡­ someone kick this group out we've had enough."

they want what bts have so bad it¡¯s embarrassing at this point cus bts built this whole fvckass company but what this group has done exactly other than sea pollution? the disrespect of stealing the company builder idea aka namjoon¡­ someone kick this group out we've had enough https://t.co/uLVeWrfoKR pic.twitter.com/9uJl3kIUaS

¡ª sho | ECHO (@JKK_1_) May 22, 2025

Another said, "Yes, it's a company, but I don't like it when they recycle things for other groups. The In the SOOP thing, now using Namjoon¡¯s idea¡­"

Well, yes, it's a company, but I don't like it when they recycle things for other groups. The in soop thing, now using Namjoon's idea.

¡ª Angry Army ??? ???? ??? ???? (@AngryArmy81) May 22, 2025

One added, "You have one of the biggest artists in the world signed, and they¡¯re reuniting after three years of hiatus. This is how you fcking welcome them and their fans? By replacing their name with some nugus??? I don¡¯t care ¨C this is pure disrespect to BTS and ARMYs. June is OUR damn month."

You have one of the biggest artists in the world signed and they are reuniting after 3 years of hiatus. This is how you fvcking welcome them and their fans?!?!? By replacing their names with some nugus???? Idc but this is pure disrespect to BTS and armys. June is OUR damn month

¡ª nush? (@namgiseokbase) May 22, 2025

Another stated, "I've been telling you since forever that those leeches copy everything they do."

I've been telling you since forever that those leeches copy everything they do https://t.co/J7lk2llmil pic.twitter.com/VZaZPTe9Zl

¡ª luvlight_ ? || ?????? (@littlekiwi_43) May 22, 2025

What's next for SEVENTEEN and BTS?

SEVENTEEN is set to release a 16-track album, which for the first time includes solo songs by all 13 members ¡ª a move that mirrors BTS' solo rollout during the group's hiatus. While the intention may be to highlight individual talent, the execution is now being seen through a critical lens.

Meanwhile, BTS is preparing for one of the most emotional moments in recent K-pop history ¡ª their reunion. Jin and J-Hope have already completed their service. RM and V will be discharged on June 10, followed by Jimin and Jung Kook on June 11. Finally, SUGA is expected to complete his service on June 21, marking the official full-group comeback fans have been waiting for.

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