A significant drop in followers has been observed.
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With the recent announcement of a co-branding initiative between K-pop group NCT and Starbucks, unveiling an exclusive merchandise line, there was an immediate and outspoken reaction from fans.
It seems this boycott extended past the collaboration to other areas of fan engagement as well.
Fans have been noted to retract their support by neither streaming their music on official platforms nor following the artists on social media during boycotts. Evidence of the latter effect is apparent upon examining NCT’s group accounts on X and Instagram.
According to analytics captured by Social Blade, all group accounts experienced a significant reduction in followers; with the Instagram account @NCT seeing the steepest decline with 674,370 followers departing within the last 30 days—most of which happened post-May 29th. NCT 127, NCT DREAM, and WayV accounts on Instagram witnessed losses of 629,760, 633,210, and 455,340 followers respectively in the same period.
All individual members have similarly seen their follower counts diminished.
Starting from the end of May, Taeyong, who has expressed criticism towards the collaboration, shed 679,813 followers whereas Mark Lee experienced a decline exceeding 988 thousand.
Analysis of the social media activity for each member indicates a consistent loss of at least 500,000 followers, reaching up to nearly a million in certain cases.
Conclusively, as a consolidated group, the multimillion-follower loss signifies the boycott’s impact.
Further insight into the members’ individual responses can be found below.
An Overview of NCT’s Renjun’s Insight on the Recent Starbucks Collaboration