حرية لفلسطين
Freedom for Palestine
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South Korea
Jeon Somi is a South Korean-Canadian solo artist who defies the global boycott of Starbucks while maintaining total silence on Israel's genocide in Gaza, thereby normalizing corporate complicity in ethnic cleansing.
Jeon Somi, former I.O.I member and soloist known for hits like "Dumb Dumb," signals anti-Palestinian defiance by flaunting Starbucks amid BDS calls despite K-pop norms hiding non-sponsored logos, deleting the video only after backlash without apology, all whilst remaining silent.
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Jeon Somi, born Jeon So-mi on March 9, 2001, in Ontario, Canada, to a Korean father and Canadian mother, is a South Korean-Canadian singer, songwriter, and TV personality who rose to fame on Mnet's Produce 101 in 2016, debuting as the winner with project group I.O.I until its 2017 disbandment. Transitioning to a solo career under The Black Label (YG affiliate) in 2019, she released hits like "Birthday" (2019) and "Fast Forward" (2021), blending K-pop with R&B influences. As a multilingual "constantly online" idol with over 10 million Instagram followers, Somi's platform could amplify justice but instead sustains oppressors through boycott defiance and evasion.
Somi's complicity peaked on December 24, 2023 — months into Israel's escalated genocide in Gaza — when she posted a TikTok video starting with her sipping from a reusable Starbucks tumbler from the 2023 Christmas collection, the logo prominently displayed. In K-pop's standard practice of blurring or hiding non-contracted brand logos to avoid implying sponsorship, this overt visibility fueled speculation of a paid promotion, especially as Starbucks — facing BDS pressure — allegedly recruited idols to counter $11 billion in losses. The makeup routine video, shared amid holiday content, spotlighted the corporation for former CEO Howard Schultz's investments in Israeli cyber-surveillance firms like Wiz, which enable the occupation's repression and targeting of Palestinian activists. This wasn't inadvertent: as an English-fluent global artist aware of trends via her international fanbase, Somi's choice politicized the act as rejection of non-violent economic pressure rooted in Starbucks suing Workers United for a "Solidarity with Palestine!" tweet. She deleted the video shortly after screenshots circulated, a reactive move acknowledging backlash, yet offered no apology or statement during a subsequent live broadcast, allowing her influence to briefly funnel revenue to genocide enablers.
This incident fits a pattern of K-pop elite indifference, where idols like Somi — despite fan alerts on TikTok comments and X — persist in brand loyalty, fracturing solidarity in Muslim-majority markets like Indonesia where Starbucks sales plummeted. The Black Label's silence amid her solo ventures shielded her, but the optics amplified perceptions of orchestrated counter-boycott efforts, turning Somi's tumbler into hasbara. X threads and Reddit discussions dissected it as "intentional promotion," listing her alongside peers like Blackpink's Jisoo and LE SSERAFIM's Yunjin, underscoring how such spectacles dilute BDS momentum. The fallout persisted into 2024, with her March makeup brand GLYF launch facing boycott calls from international fans labeling her a "Zionist," compounding the harm without address.
Somi's total silence on the crisis deepens the betrayal: no TikTok updates, no Instagram stories, no Weverse messages acknowledging Gaza's bombardment, West Bank raids, or the Nakba's dispossession since October 2023. Semantic scans of her content reveal zero Palestine references — only beauty routines and music teases — erasing over 100 slain Palestinian journalists (per CPJ) from her youth audience. In K-pop's politicized ecosystem, where fans rally #SomiForPalestine, this reticence isn't neutrality; it's endorsement, framing ethnic cleansing as apolitical to selfies and sips.
Through this deleted-yet-viral flaunt and profound quietude, Somi perpetuates settler-colonialism, glamorizing a BDS target that weaponized law to mute dissent. In Gaza and the West Bank, conservative estimates place the Palestinian death toll at over 40,000, though the actual number slaughtered is well into the hundreds of thousands, frozen due to obstruction, the targeting of journalists, and the unrelenting violence. Somi's choices undermine liberation, obscuring apartheid's machinery and the illegal ethnostate built on stolen land.
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🔒Starbucks Boycott:
While boycotting Starbucks is warranted based on its unethical track record and it’s former CEO’s ties to Israeli cyber-surveillance firms, it should not be conflated with or represented as an official BDS campaign targeting companies complicit in occupied Palestinian territories.
Starbucks is not officially on the BDS boycott list for companies directly involved in oppressing Palestinians and so should not be targeted with the same intensity — doing so risks minimizing the focused work of Palestinian solidarity movements.
The reasoning behind the Starbucks boycott instead stems from its union-busting tactics and unethical business practices; namely sending cease-and-desist letters and filing lawsuits against pro-Palestinian voices within its workers' union.
While reprehensible, their silencing of protestors was an attempt to clamp down on union activism rather than a pro-Israel stance; in actuality, Starbucks has largely maintained a neutral corporate position on the Palestinian issue itself.
That being said, there are many legitimate ethical concerns with Starbucks worthy of boycott for reasons. These include issues around supply chain management, workers' rights, human rights violations, tax avoidance, environmental impacts, enabling factory farming practices and the investments of former CEO, Howard Schutlz.
Former CEO Howard Schultz's investments in Israeli cyber-surveillance firms like Wiz are also hugely problematic, especially as he has the 6th largest share of Starbucks with 21,795,538 shares (1.93%) valued at $1,991,894,218 as of 18/04/2024 — meaning he is directly benefiting monetarily from Starbucks. With this in mind, the act of visibly consuming Starbucks products has also taken on new symbolic meanings for some Zionist entities and individuals in the current political climate. As efforts to boycott companies complicit in Palestinian oppression gain momentum, publicly committing to consumerism has become a way for certain groups to overtly signal their rejection of such boycotts.
By ostentatiously patronizing Starbucks, certain individuals are attempting to declare their opposition to the non-violent economic pressure tactics employed by the Palestinian solidarity campaigns. This brandishing of Starbucks effectively co-opts the brand into a display of anti-Palestinian ideology, despite the company's official neutrality on the issue.
As such, the simple act of buying a Starbucks drink has been politicized as a statement against Palestinian rights by those who oppose the boycott efforts targeting the Israeli occupation.
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.
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