Weaponizing Viral Videos: Korea Racism Claims & The Threat to K-Pop Brands

Key Findings

A viral TikTok video surfaced, alleging racist behaviour in Korea toward Muslim travellers, particularly those wearing hijabs. User-generated content (UGC) claims incidents of verbal abuse and harassment by locals at train stations and retail outlets. 

In this example, the user claimed that unveiled Muslim travellers were largely left alone, suggesting a possible link to pro-Israel sentiment among the alleged perpetrators. If verified. With nearly 3 million views and reactions over damning content, such viral videos could influence public sentiment and potentially impact brands associated with the Korean market.

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Who It Affects

K-pop as a global phenomenon has a passionate and highly engaged fanbase. If such content gains traction, it could have ripple effects beyond the entertainment industry. Korean businesses and international brands leveraging Korean culture to connect with consumers, may find themselves caught in the crossfire. Whether directly involved or not, these entities risk reputational damage and may become targets of misinformation or disinformation, especially if the narrative escalates unchecked. 

Sectors that could be at risk:

• Retail & Fashion: SASA  - a beauty brand working with many K-beauty brands like Laneige, Innisfree, Sulwhasoo, and The Face Shop. While SASA is not a Malaysian brand, its Malaysian operations feature deep K-beauty integration.
• Food & Beverage: McDonald’s with its BlackPink campaign and Marrybrown the "Gangjeong Chicken", a Korean-inspired meal are some of the campaigns with Korean links. Tealive’s Korean-inspired drinks, while Malaysian brand myBurgerLab does limited-time burgers inspired by Korean dishes too.
• Technology & Electronics:  Yoodo, a Digital telco brand by CelcomDigi had run campaigns with K-pop fans in Malaysia. 
• Retail Chains: Watsons Malaysia often carry a vast line-up of Korean beauty and personal care brands. Collaborated with Korean influencers in regional campaigns.
• Media: Astro partnerships with Korean TV groups like KG Global Media, for exclusive content and broadcasts. Also supported Korean drama fan events and cross-promotions with local advertisers.
  
  

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Why It Matters

K-pop, a global industry valued at over US$3 trillion, commands a massive following across Asia, Europe, and North America — and is rapidly gaining traction in parts of Africa, particularly Nigeria and South Africa. This cultural wave has cultivated a fanbase exceeding 200 million people, making Korean culture a powerful force in today’s consumer-driven world. 

As industries across fashion, beauty, tech, and entertainment rush to tap into this devoted audience, the stakes grow higher. The potential impact of misinformation or controversy tied to Korean culture can be far-reaching, with serious implications for brand reputation. Companies could be at these risks and must be proactive in safeguarding their public image.

• False information
  
  • Rivals or disinformation agents can take the opportunity to shape narratives and post falsehoods
• Public Backlash
  
  • Social media allows for rapid dissemination of information. Racist content can quickly go viral, triggering widespread public outrage and boycotts.

• Investor Concerns:
  
  • Investors are also sensitive to social responsibility. Companies with a reputation for racism may be seen as high-risk investments.

• Hate Speech Regulations:
  
  • Depending on the jurisdiction, racist content may violate hate speech laws, resulting in legal action.

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Trends & Developments

In today’s globally connected landscape, businesses are expected to uphold stronger standards when it comes to social responsibility. Racism isn’t just ethically indefensible — it also poses serious reputational and commercial risks.

Being alert about UGC’s alleged racism is key to avoid being a victim of misinformation and disinformation while staying vigilant for any potential crisis communications situations. 

Insensitive content can be captured and shared in seconds, quickly going viral across platforms like Reddit, X and Instagram — for all the wrong reasons. With social media users having the power to spread unverified news, brand reputations are more exposed than ever. The video in question was initially wrongly attributed and circulated without full context on Reddit channel r/Malaysia, where many users assumed—without fact-checking—that it depicted a racially motivated assault by a Korean individual against a Malaysian. 

This misinterpretation, amplified by the lack of verification, shows how easily similar incidents could be manipulated in other contexts, particularly in Muslim-majority countries or regions sensitive or sympathetic to such narratives.

What We Anticipate & Opportunities

Unchecked viral content can quickly fuel negative sentiment and erode consumer trust in any brand. Faqcheck has seen this trend cause damage, so a prompt, responsible response helps curb the spread of misinformation or disinformation, whether it comes from rivals or bad actors. 

For brands that depend on social media for growth, it’s crucial to address missteps early — before competitors seize the opportunity to move in.  The consequences can be serious — and that’s where Faqcheck steps in. We tailor strategic solutions to help you navigate these challenges effectively:

• Building Brand Trust: Foster credibility with engaging, fact-verified content.
• Accurate Content Assurance: Publish with confidence, knowing every piece is thoroughly verified.
• Misinformation Defense Training: Empower your team to effectively address and counter false information.
• Fake News Brand Monitoring: Stay ahead of misinformation with instant updates and our upcoming AI-driven tool.

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