What happened

On Sept. 10–12 (KST), McDonald’s Korea began posting teaser videos and copy featuring NCT’s Mark Lee, trailing a “NEW burger” reveal on Sept. 16. The brand’s official X/Instagram accounts used lines like “마크가 먹는 NEW 버거가 궁금하다면, 9월 16일, coming soon!” (“Curious about the NEW burger Mark is eating? Sept. 16, coming soon!”).

The teasers followed days of leaked in-store posters and circulating images that first kicked off speculation, with K-pop outlets noting the collaboration and fan debate.

Why the backlash?

A share of fans and activists oppose the partnership due to ongoing global boycotts linked to McDonald’s and the Israel–Gaza war. (McDonald’s corporate has said conflict-related misinformation hurt sales; in April 2024 the company bought back its Israel franchise after controversies tied to the local operator.)

As teasers went live, K-pop news sites and fan communities tracked negative sentiment and calls to unfollow, with reports of follower drops on Mark’s and group accounts.

The timeline (KST)

• Sept. 9 — Alleged in-store poster with QR code circulates; rumor mill starts.
• Sept. 10–11 — McDonald’s Korea posts official teasers naming Sept. 16 as launch.
• Sept. 11–12 — Online backlash escalates; outlets highlight boycott context and follower trends.

Fan arguments vs. counterpoints

• Critics say: Partnering now ignores active boycotts and risks reputational damage for Mark and NCT. Some frame it as a values misread after a tense summer for the fandom.
• Others argue: The teasers don’t speak to geopolitics, and collaborations with McDonald’s remain common in K-pop (e.g., the current BTS TinyTAN Happy Meal), so judgments should wait for full campaign details.

What the brand has (and hasn’t) revealed

• Confirmed: Mark-fronted burger teaser, Sept. 16 reveal; short-form video spots and in-store posters with QR tie-ins.
• Unclear (as of Sept. 12): Product name/price, any merch/photocard components, and whether there’s a charity or cause element. (Trade tracking notes these are TBD.)

Industry context: Why this is a big deal

McDonald’s pop-culture tie-ins often generate huge reach (the BTS Meal set a modern benchmark), but the brand has also been financially impacted in some markets due to the Gaza war boycotts. A K-pop star fronting a campaign amid that backdrop becomes a flashpoint where fandom, ethics, and marketing intersect.

What to watch next

1. Sept. 16 launch assets: full ad, product specs, possible merch/photocards, and any CSR element.
2. Official statements from SM Entertainment or McDonald’s Korea responding to boycott criticism. (None substantive were posted in the teasers themselves.)
3. Data signals: sustained follower trends, hashtag traction, and early sell-through or app promo performance if disclosed.