A cosmetics company faces backlash and closure after using their social media to insult former members of the boy group King & Prince, now known as Number_i. The situation unfolded as Leej, the cosmetics manufacturer, directed derogatory remarks at the popular trio formed after leaving their previous group. The incident has stirred significant controversy, causing fans to rally against the company and eventually leading to its closure.
On January 5, 2025, as Number_i made waves following their debut, Leej's executive, Akihiro Miyauchi, posted on the company's official X account, calling the members "traitors" for leaving King & Prince and criticizing fans of the group. The remarks ignited outrage online, compelling fans to express their displeasure at the cosmetic company’s tone-deaf social media handling.
The post featured inflammatory comments such as, "The standards of what is considered cool are off the mark. I cannot find anything appealing about those traitors and those who think they are cool have rotten eyes and ears." Such virulent statements resulted not only in immediate backlash but also recurring scrutiny over Leej's history of inappropriate social media postings.
Akihiro Miyauchi later issued public apologies, acknowledging the discontent caused among fans and Number_i, saying, "I apologize sincerely for the discomfort caused to TOBE, Number_i, and all the fans who saw the post." Despite this, the damage was done. The company's reputation was irrevocably damaged as they faced mounting criticism from fans who felt wronged.
Angry reactions flooded social media platforms, with many fans expressing disbelief at the company's choice to air such personal sentiments through their corporate account. One fan lamented, "There's no way just apologizing can make up for it. Do they understand how much pain the members and fans went through to make this decision?" Others echoed similar feelings, questioning the judgment of using social media as a platform for such vitriol.
The fallout from this incident was swift. Leej, grappling with the storm of public outrage, formally announced it would cease operations, stating they would stop selling their products immediately. Leej's abrupt closure came as no surprise to many, with the consensus being it was the only way they could take responsibility for the serious mistake made by their management.
Despite the closure, conversations continued to circulate among fans. Some felt vindicated, arguing, "Leej had it coming; their post was reckless. Making personal attacks from corporate accounts is nonsensical." Others viewed the company’s demise as potentially avoidable had there been responsible decision-making from the outset.
Comments about the group's past also resurfaced as fans debated the appropriateness of Leej's message. The division over Number_i's departure from King & Prince brought to light varied emotions within the fandom. Reactions ranged from support for the trio's new path to hurt feelings among those who felt betrayed.
More broadly, this incident serves as yet another reminder of the pitfalls many companies face when they fail to control their social media presence. Corporate accounts carry the weight of public perception and the need for measured communication, especially concerning personal or delicate subjects. This lapse has resulted not only in the company’s end but also sparked necessary discussions around corporate responsibility and the treatment of artists within the entertainment industry.
Following the announcement of their closing, fans have been reflecting on the potential loss of another brand but also on the need for compassion and thoughtfulness when engaging with public figures. This event hits home the importance of considering how words can significantly impact individuals’ lives and careers.