Overview

• On May 22, 2025, SEVENTEEN’s 10th-anniversary slogan, 'SEVENTEEN WILL CHALLENGE ETERNITY,' was displayed on HYBE’s Yongsan building, replacing BTS’s previous anniversary banner.
• BTS fans, ARMY, have accused HYBE of recycling BTS’s bespoke anniversary branding concepts, including those created by RM, for other artists under the company.
• The timing of SEVENTEEN’s promotional display has heightened tensions, as BTS is set to fully reunite in June following the completion of their mandatory military service.
• SEVENTEEN fans, CARAT, have defended the banner as part of routine promotional efforts for the group’s 10th-anniversary album, which includes solo tracks by all 13 members.
• ARMY has demanded the banner’s removal by June 1, citing its significance as 'purple month' for BTS, while HYBE has not publicly responded to the criticism.