Katseye and Five Gum Collab Criticized for Creepy Marketing

The KATSEYE x Five Gum collaboration has become one of the most talked-about — and controversial — brand partnerships in K-pop this year. What began as a sensory-themed campaign quickly turned into a viral debate over how far brands and idol companies will go to monetize fan devotion.

The concept behind the KATSEYE x Five Gum collaboration revolves around the five senses: taste, touch, scent, sound, and sight. Initially, the products seemed harmless enough.

For taste, fans could buy personalized packs of Five Gum featuring each member’s favorite flavor and photo. For sound, there was a limited-edition signed album of Beautiful Chaos with collectible stickers — typical K-pop merch fare that fans were excited to own.

However, the collaboration took a bizarre turn with the remaining “senses.” For sight, the brand released a marble tinted to match each member’s eye color. For touch, it included a Five Gum wrapper marked with the authentic kiss print of each member, sealed for preservation.

But the most shocking item was scent — a so-called “breath-infused” room spray allegedly containing each member’s exhale. According to Megan, “We obviously chewed gum so our breath was minty fresh, and then we just blew air into a bottle or sang a little song before sealing it.” Sophia added that she even sang Part of Your World into one of her bottles, while Yin contributed by singing one of KATSEYE’s own songs.

While some fans found the idea funny or innovative, many were deeply uncomfortable. The collaboration sparked heated debates across Reddit and X (Twitter), with users calling it “creepy,” “parasocial,” and “disturbing.” One fan commented, “I know it’s a marketing stunt, but sprays infused with someone’s breath is just not a good pitch.” Another wrote, “Even if they’re adults, who approved this? It’s one of the weirdest collabs I’ve ever seen.” Others compared the stunt to infamous internet trends, saying, “The breath spray reminds me of influencers selling their bathwater — it’s absurd, but people will still buy it.”

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Idol Marketing and the Exploitation of Fandom

The KATSEYE x Five Gum collaboration highlights a growing issue in idol marketing: the extreme commodification of intimacy. By selling the illusion of personal closeness — from a celebrity’s “kiss print” to their supposed “breath” — brands tap into fan attachment in increasingly questionable ways.

K-pop companies have long mastered the art of parasocial engagement, but this campaign pushes that concept further than ever. It blurs the line between creative fan service and emotional exploitation, raising ethical concerns about where fandom marketing should draw the line.

Some defenders argue that the campaign is purely symbolic — a tongue-in-cheek performance of “connecting through the senses.” Still, the imagery and implications remain undeniably strange. Fans and critics alike agree on one thing: this collaboration is unforgettable, whether for its creativity or its absurdity.

The KATSEYE x Five Gum collaboration has successfully captured attention — for better or worse. It’s a stark reminder that in modern idol marketing, nothing is off-limits if it means engaging fans. Whether it’s a bold artistic concept or a creepy marketing misstep, this collab proves just how far brands will go to make fans feel closer to their idols.

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