On November 13, HBO Max Taiwan’s social media team faced a storm of criticism after a promotional post on Threads was seen as an indirect jab at popular K-pop group NewJeans . The now-deleted post promoting the latest episodes of the series Dear X referenced the term “Antarctica” — a phrase that fans immediately connected to a sensitive context involving NewJeans.
The original message read: “I’m not in Antarctica, please don’t freeze me. The newest two episodes of Dear X are out now. Please dig me out from your app harem, thank you.” While seemingly light-hearted, the mention of “Antarctica” inadvertently echoed NewJeans’ recent explanation for delayed communication with fans, which cited one member’s location in Antarctica during internal ADOR-HYBE disputes.
Fans quickly filled the comments with frustration, accusing the platform of being tone-deaf or making light of a difficult situation. The backlash intensified due to the ongoing emotional support NewJeans fans have been extending to the group amid their internal company challenges.
By late night on the same day, HBO Max Taiwan removed the post and issued an apology via Threads:
“Earlier today, our post caused misunderstanding and discomfort. We sincerely apologize. At the time, we failed to consider the context of ongoing news, and our choice of words led to this confusion. We truly understand the impact this has had on fans. The post has been deleted, and we are reviewing our content process to avoid similar incidents.”
This incident highlights the growing scrutiny streaming platforms face in fan-centric digital spaces. It also underscores the delicate line social media managers walk between trendy marketing and cultural sensitivity — especially when engaging with the passionate K-pop community.
As Dear X continues its run, HBO Max Taiwan is expected to tread more carefully, with fans watching closely.
Sources: ETtoday星光雲