K-pop fandom has recently embraced a new trend that's taking hold like a fashion: "Truck Protests".

Truck protests are a method of demonstration involving trucks equipped with large LED billboards, stationed outside a specific company building or nearby roads, displaying messages on the monitors. Particularly, K-pop idol fandoms are using this form of protest to express their opinions and grievances towards their idols' agencies.

In May, SHINee's fandom conducted a truck protest outside SM Entertainment, objecting to the venue chosen for the group's 15th debut anniversary fan meeting. Originally set at Ilsan KINTEX, fans argued that it was not suitable for a performance due to restricted views and its purpose as an exhibition space. Ultimately, SM Entertainment complied with the fans' demands and changed the venue to Jamsil Indoor Gymnasium.

Further truck protests followed outside SM's office related to Taeyeon. Taeyeon's fandom demanded better information and management regarding her Asian tour and protested with phrases like "Do not reduce the scale of Taeyeon's concert" and "Stop treating Taeyeon unfairly."

In response, SM Entertainment stated, "We have noted the various opinions sent by Taeyeon's fans. We will make more efforts to listen to diverse voices and reflect your opinions for the ongoing concert and future activities," promising meticulous support for Taeyeon's music and various activities.

IU's fandom also launched a truck protest outside her agency, EDAM Entertainment, when she was troubled with plagiarism and rumors. They sent a truck with phrases like "No progress in legal action" and "Ignoring fans, negligence in work."

Numerous other idol fandoms, including Red Velvet, ITZY, LÈSE RAFFINé, TOMORROW X TOGETHER, have staged truck protests outside the company offices.

Previously, idol fandom protests were mostly conducted via phone or fax. However, the methods of protest have diversified, with more direct expressions offline. Truck protests allow clear expression of fandom's opinion, making it easier for agencies to quickly and accurately understand and accommodate them. Still, indiscriminate truck protests can increase fatigue and may appear to represent the entire fandom's stance, which may not always be the case.

A music industry insider, referred to as A, stated, "From the agency's point of view, there may be circumstances that cannot be disclosed in advance. The protests like 'Why is there no plan?' or 'Why aren't they active?' are hard to answer." They added, "We appreciate fans' opinions, but we wish they would understand some of the behind-the-scenes complexities."

Another insider, B, pointed out the impact of offline protests but also the inconvenience they might cause for agencies and some fans, emphasizing that the truck protests might not represent the whole fandom.

Another person in the industry, C, respected the expression of fandom's voice and acknowledged the potential for improvement, but lamented biased opinions in some truck protests. They felt that indiscriminate increases in such protests might lead to an assumption of biased opinions. They also urged fans to refrain from excessive comments towards artists or their work.

This new form of activism within K-pop fandom illustrates both the power of fans in influencing agencies and the potential challenges. As truck protests become more prevalent, both fans and agencies must navigate the line between meaningful dialogue and excessive demands.