IVE member Rei recently made headlines after openly expressing that she felt “hurt” by the online backlash regarding the pricing of the group’s latest merchandise.
On March 16, 2026, Rei took to the fan communication platform Bubble to share her personal thoughts on the situation, marking a rare moment of vulnerability regarding the commercial side of the industry.
The Controversy: “Expensive” Merchandise
The issue began following the release of a new line of IVE-themed collectibles and apparel. While the designs were generally praised for their aesthetic, a segment of the fandom (DIVE) raised concerns across social media platforms about the high cost of items- specifically limited-edition photocard sets and accessories.
Some fans expressed frustration that the pricing felt inaccessible to younger supporters, leading to a wave of critical comments directed toward the label, Starship Entertainment.
Rei’s Heartfelt Response
During her interaction with fans, Rei revealed that she had been monitoring the feedback and was deeply affected by the negative sentiment. Her messages included the following key points:
- Personal Connection: Rei mentioned that she and the other members often participate in the creative brainstorming for their merchandise to make it special for fans.
- Feeling Devalued: She admitted that seeing the work dismissed or labeled purely as a “money grab” was painful to read, stating that she felt “hurt and a bit discouraged” after seeing the intensity of the criticism.
- A Request for Understanding: While acknowledging that financial concerns are valid, she asked fans to communicate their feedback with more kindness, as the artists themselves often see the comments.
Fan Reaction and Industry Context
Rei’s honesty sparked a divided reaction within the K-pop community. Many fans immediately rallied behind her, trending supportive hashtags and apologizing for the harsh tone of the initial discourse.
Others, however, maintained that while they love the artist, their criticism remains directed at the corporate management for setting prices that they feel are exploitative.
Industry analysts have noted that this incident highlights the growing tension between the “fan-service” nature of K-pop and the aggressive monetization strategies of major labels.
As IVE continues their global activities, this moment of transparency from Rei is being seen as a call for a more balanced dialogue between agencies, artists, and the consumers who support them.
