In a recent controversy surrounding BTS member SUGA, the #SugaChallenge has emerged as a contentious trend on social media, raising concerns about fan rivalries and media reporting. The challenge, which began on X (formerly Twitter), has seen fans from rival K-pop groups targeting BTS and its fanbase, ARMY.
On August 6 (KST), Min Yoongi, better known as SUGA, was charged with driving under the influence (DUI) after operating an electric scooter while intoxicated. This incident has intensified scrutiny, particularly as reports emerged questioning whether the scooter met legal requirements for personal mobility devices. SUGA now faces a criminal investigation.
South Korean regulations mandate that electric scooters be rented with a valid license, and operators must follow traffic laws similar to those for motor vehicles. SE Daily reports that the fatality rate for e-scooter accidents is notably high—5.6%, which is 4.3 times greater than the overall traffic accident fatality rate.
As the internet remains divided over the case, ARMY questions why the issue is being amplified, given that SUGA has not harmed anyone and has already apologized, stating his intention to cooperate with the law.
Despite SUGA’s apology and commitment to cooperate with legal proceedings, the case has been exploited by fans of other K-pop groups. The #SugaChallenge, created by fans of BLACKPINK, NewJeans, aespa, IVE, BigBang, EXO, SEVENTEEN, and others, involves posting images of people purportedly engaging in drunk driving, some of which are fabricated. This trend has sparked significant backlash as it falsely implicates ARMY in a smear campaign against BTS.
Korean media outlets have covered the challenge, but many have omitted details about the true origins of the trend, leading to misinformation. In response, ARMY has launched counter-trends such as #FAKECHALLENGE, #KoreanMediaBeProfessional, and #Its_Not_ARMY to combat the spread of false narratives. The community has also produced audio evidence suggesting that BLACKPINK fans were largely behind the hashtag’s rise on X.
As the situation unfolds, the conflict between fanbases and media coverage continues to stir debate, highlighting the impact of social media on public perception and fan interactions in the K-pop industry.