K-pop greenwashing betrayal: 6,667 tons of plastic waste driven by merchandising - The Korea Times
K-pop greenwashing betrayal: 6,667 tons of plastic waste driven by merchandising - The Korea Times
Major Korean entertainment agencies are accused of greenwashing by promoting digital smart albums as eco-friendly alternatives while maintaining aggressive marketing strategies that force fans to bulk-buy physical CDs. This contradiction is evident in their events, where the vast majority of access requirements mandate physical purchases, effectively sidelining the digital options they market as sustainable. Consequently, the introduction of smart albums has failed to reduce waste, with plastic production volumes significantly increasing for major labels despite their environmental initiatives. The root of this environmental impact lies in a business model built on randomized collectibles, such as photocards, which incentivize fans to buy dozens of copies to access fan events or complete collections. This system generates massive amounts of non-recyclable polycarbonate waste, contributing millions of tons of plastic since 2021. Although agencies highlight their digital offerings, these are often mere accessories to a physical-dominated economy, where the core product remains disposable and environmentally damaging. This disparity is relevant to greenwashing because it illustrates how superficial environmental claims mask unsustainable core practices. The companies’ minimal waste charges relative to their massive profits demonstrate a lack of genuine commitment to reducing their ecological footprint. By leveraging the climate concerns of dedicated fans without altering their fundamental reliance on physical goods, these agencies engage in deceptive marketing that prioritizes sales over actual environmental responsibility.
Source: koreatimes.co.krPublished on 2026-04-08