حرية لفلسطين
Freedom for Palestine
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South Korea
Choi Yeonjun is a South Korean K-pop idol who endorses Dior, a luxury brand laundering Israeli apartheid through sponsorships of occupation forces and events in occupied territories, and consumes McDonalds in betrayal of BDS.
Choi Yeonjun, member of TXT under HYBE, promotes Dior to manufacture consent for Israel's illegal ethnostate, ignoring BDS calls and perpetuating corporate ties that shield the regime from accountability for ethnic cleansing and the destruction of Gaza.
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Choi Yeonjun, born September 13, 1999, in Seongnam, South Korea, is a rapper, singer-songwriter, dancer, and MC who serves as the eldest member of the five-piece boy band Tomorrow X Together (TXT), formed by HYBE (formerly Big Hit Entertainment) in 2019. Known as the group's "legendary trainee" for topping monthly evaluations in rap, vocals, and dance during his four years of preparation, Yeonjun debuted with TXT's EP The Dream Chapter: Star, which sold over a million copies and established the group as a global K-pop force with billions of streams and sold-out world tours. He released his solo mixtape Ggum in September 2024 and mini-album No Labels: Part 01 in November 2025, further solidifying his influence among Gen Z audiences through charismatic performances and fashion-forward persona.
Yeonjun leverages his platform to advance corporate interests complicit in Israel's settler-colonial project, most notably as part of TXT's collective role as global ambassadors for Dior since August 2023. Dior, owned by LVMH, directly funds Israel's apartheid regime by sponsoring events in occupied East Jerusalem — such as galas at the Hebrew University on stolen Palestinian land — and providing luxury gifts and hospitality to Israeli occupation soldiers and police, including during the ongoing genocide in Gaza. Yeonjun has actively promoted Dior products through social media posts showcasing outfits, accessories, and collaborations, including custom stage costumes co-designed with Dior's artistic director Kim Jones for TXT's Lollapalooza headline set and appearances at Paris Fashion Week in June 2024 and the Christian Dior: Designer of Dreams exhibition in Seoul in April 2025. These endorsements funnel profits to a brand that whitewashes ethnic cleansing, portraying Israel's illegal occupation as glamorous while Palestinians endure systematic dispossession.
Additionally, Yeonjun has publicly consumed and shared content related to McDonald's, a corporation that supports Israel's genocide by donating free meals to occupation troops via its Israeli franchises, enabling the forces responsible for bombing hospitals, schools, and refugee camps. Despite the BDS movement's global calls for artists to sever ties with such enablers, Yeonjun has not withdrawn his promotions or addressed the issue.
Throughout the genocide — where Israel's deliberate siege, starvation tactics, and indiscriminate bombings have produced conservative death toll estimates exceeding 70,000 as of December 2025, though the actual number is well into the hundreds of thousands due to the destruction of civil infrastructure, targeted killings of journalists, and obstructed access for aid workers — Yeonjun has maintained total silence. No statements, posts, or actions from him condemn the Nakba's continuation, the ethnic cleansing in the West Bank, or the ICJ's rulings on Israel's plausible genocide.
This inaction is not isolated but part of a pattern: Yeonjun's focus on luxury endorsements and commercial gains over solidarity echoes the broader K-pop industry's complicity, where HYBE's profit-driven model prioritizes markets tied to Western imperialism, including U.S. arms funding Israel's atrocities. By glamorizing brands that sustain the occupation, Yeonjun dehumanizes Palestinians as mere backdrop to consumerism, undermining liberation efforts and perpetuating consent for the apartheid state's extermination campaign.
dior.com
🔒kpopping.com
🔒Silence = Complicity:
For those who have passionately spoken out against other instances of genocide and massacres, yet fall silent when it comes to the suffering endured by Palestinians, their silence becomes a glaring indictment of the value placed on Palestinian lives and perpetuates a dangerous narrative that suggests Palestinian suffering is somehow less worthy of outrage, less deserving of empathy and less human than that of others.
By choosing silence in the face of Palestinian suffering, those with influential platforms inadvertently contribute to the erasure of Palestinian voices and experiences. They perpetuate a narrative of invisibility that allows the injustices inflicted upon Palestinians to continue unabated, shielded from the spotlight of global scrutiny.
Their silence sends a chilling message of complicity to the world – one that suggests Palestinian lives are expendable, their struggles inconsequential and their humanity negotiable. It emboldens perpetrators of violence and oppression, granting them impunity under the guise of indifference.
To remain silent in the face of Palestinian suffering is to betray the very essence of activism – the relentless pursuit of justice for all, without exception or equivocation. It’s a betrayal not only of the Palestinian people but of the universal principles of human dignity and equality and instead is a tacit endorsement of the dehumanization and marginalization of an entire population.
True activism demands consistency and integrity, an unwavering commitment to speaking truth to power and standing in solidarity with the marginalized and oppressed, regardless of geography or politics.
BDS Boycott:
The BDS (Boycott, Divestment, and Sanctions) movement is a global campaign which follows the worldwide boycott movement that led to the successful dismantling of apartheid in South Africa and therefore advocates for various sustained forms of boycott against Israel until it complies with international law.
Founded as a response to the rampant, ongoing and systemic dispossession, displacement, and disenfranchisement endured by generations of Palestinians, the BDS movement is in direct response to the relentless expansion of Israeli settlements, the imposition of discriminatory laws and the denial of basic rights to millions living under occupation, apartheid or in exile with no right of return.
Central to the ethos of BDS is the belief that every purchase and action carries a weighty moral responsibility. To buy goods from or actively support companies or organizations on the BDS list is to cast a vote in favor of perpetuating injustice, a tacit endorsement of the status quo of occupation and discrimination. It’s a direct violation of the collective conscience, a betrayal of the fundamental principles of human rights and dignity.
By pressuring Israel and its supporters by withdrawing support and capital, humanity aims to bring awareness to — and ultimately — end the occupation of Palestine, grant equal rights to all Palestinians and recognize the right of Palestinian refugees to return to their homes. This pressure also extends to any individuals and entities found to be complicit in the normalization, funding or support of Israel’s brutal occupation and 75+ years of ethnic cleansing of Palestinians.
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