Protest Trucks

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In the K-Pop fandom, it has become common practice for dissatisfied fans to rent LED trucks, referred to as "protest trucks." These vehicles will circle the headquarters of an entertainment agency, persistently advertising fans' demands. This practice is relatively affordable and accessible for fans, owing to its popularity. In 2023, it was reported that one could rent one of these trucks at a rate of about $220 (USD) per day.

History

It is unclear when protest trucks first came into use by fans of k-pop. Comments on reddit suggest that the practice may have been started by the fandom of BlackPink (who debuted in 2016). An article from Korea JoongAng Daily backs up this claim, noting that 2019 saw the emergence of protest trucks utilized by k-pop fans, a practice spearheaded by BlackPink's fandom.

Around 2020, one fan recalled that trucks were sent in protest of the disbandment of the group X1 in 2019.

In 2023, one fan commented on the state of protest trucks utilized by kpop fans:

As most of you know the protest truck business in Seoul is thriving these days.

Reveluvs and EXO-Ls are ensuring that there’s a permanent fleet of trucks circling SM throughout the summer (not too long after Shawols sent their own trucks to SM).

Engenes basically conducted protest truck warfare in front of HYBE some time ago, and now Sakura stans have parked trucks in front of HYBE.

Midzys have sent roving caravans of protest trucks to JYPE (on behalf of both ITZY and individual members) and I think at one point there were 3 different protest trucks for ITZY, Yuna, and Lee Know all camped out on the same day in front of JYPE (leading to exasperated pleas for coordinated protest truck schedules among JYPE fandoms).

YG may be the only big company right now that doesn’t have any protest trucks.

Of course medium sized companies aren’t safe — Wonyoung stans sent trucks to Starship, only to cancel some when they couldn’t fit in the alleyway by the building.

Technical_Hospital38, c. 2023 https://www.reddit.com/r/kpopthoughts/comments/15ch5x1/i_found_out_it_costs_about_220_a_day_to_rent_a/

Both Korean fans and international fans can arrange for protest trucks. For instance, Chinese fans of the groups Twice, aespa, and BlackPink have organized protest trucks in the past. Moreover, Mexican (and more broadly Latin American) fans of the group Riize sent protest trucks to SM Entertainment in 2024 in response to the removal of member Seunghan from the group. One of the messages read, "International fans spend money too."

LED trucks as a form of protest also see wider use in South Korea outside of k-pop fandom. Korea JoongAng Daily reported in 2021 that the prevalence of these trucks connects to the impact of the COVID-19 pandemic. A representative from a company that handles truck rentals is quoted as saying, "Fans had a message to deliver to the entertainment companies but they found it was safer and more convenient to send trucks to do the job — because the trucks only drive around, which means no one has to file for protests to the police or be there in cold weather.”

Motivations

Motivations for the use of protest trucks vary between specific circumstances and fandoms. These can include:

• Criticizing actions of idols
• Demanding idols be removed from their group
• Demanding better treatment and promotion for artists
• Protesting an idol's dismissal from a group
• Pressuring companies to change event venues
• Advocating for more comebacks for groups
• Showing support for idols and their activities
• Seeking transparent award show nomination processes
• Requesting legal action be taken concerning the spread of defamatory claims

Response

Fan Response

Despite the popularity of protest trucks, many fans argue about their efficacy. Some fans maintain that refusing to buy merchandise and stream music would have a better chance of causing change than any truck.

Fans will also sometimes hotly contest the reason the trucks are sent. While reactions may be mixed, the sheer number of these trucks seem to indicate a wide base of support.

My thoughts (no hate): I personally think that it is a little "extra". As much as some issues are important and need to be addressed, there are also some cases where protest trucks are being sent out for the smallest reasons. If every little thing is being protested, then the big issues that needs to be addressed will just be shrugged off as "just another protest". Plus I would personally feel embarrassed to show my face at work in front of staff while people are protesting about me outside the building.

KoyukiHinashi, c. 2023 https://www.reddit.com/r/kpopthoughts/comments/15cbuc6/what_are_your_thoughts_on_protest_truck/

I support it to a certain extent, because sometimes it literally takes a neon sign to get the company's attention about an issue or problem fans r having with the group or how they're treated. But I kind of agree with you on the later part. It is somewhat a bit too much.

We never know what is happening within a company. We r on the outside of negotiations and meetings. What we, the fans, might think is mistreatment might be the complete opposite for the group or members. Which is why I get why it may come off as cringey or embarrassing. Because, imagine advocating for something that your bias/fave actually doesn't want. It would be so awkward.

What I really want to know is how much these companies make with all of these protest trucks being sent out nowadays. Lol

Kiminobokuwa, c. 2023 https://www.reddit.com/r/kpopthoughts/comments/15cbuc6/comment/jtve247/?utm_source=share&utm_medium=web3x&utm_name=web3xcss&utm_term=1&utm_content=share_button

Industry Response

Protest trucks have been cited as powerful tools for fan advocacy with a potential to make substantial changes to the industry. Though, it is difficult to quantify what exactly this impact has been.

An anonymous "insider" from a company that received protest trucks was quoted as saying, “Having trucks drive around definitely has an impact on us on many levels... People near our company who didn’t exactly know what was going on became aware and even our own staff — or worse, people higher up — asked the related teams what’s going on. If the CEO or others become aware, then it gets serious for us.”

Staffers from entertainment companies have also pointed out that it is simply not feasible for them to respond to the high number of fan demands exhibited through actions such as protest trucks. Others in the industry have a more positive outlook, seeing this as an indication that companies now must work with fans.

Kpop artists themselves have also occasionally commented on protest trucks. For instance, in 2024, Wendy Shon of Red Velvet requested that fans stop sending trucks. According to Shon, Red Velvet did not need the trucks as the members could advocate for themselves after a decade in the industry.