Buying albums for ARMYs is not new because it is a way to support BTS's new products and show ARMYs' love. However, the production of too many physical albums will lead to environmental pollution.

HYBE recently changed album production to be more eco-friendly. However, ARMYs have found out that this is just a matter of looks and are upset about it.

HYBE has appointed a new member of the board of directors Lee Mi Kyung, CEO of GreenFund which aims to create environmentally friendly products. j-hope's album Jack In The Box was one of the first albums to experiment with the ESG strategy (to show their consideration for environmental and social issues).

HYBE also tried to reduce the material when producing j-hope's solo album Jack In The Box. Specifically, his album does not have a "physical" version.

It’ll essentially be just a package with a QR code and photocards. So, the album will consist of exactly a Card Holder (1 of 2), Photocard A (1 type), Photocard B (1 of 2), and QR card (User guide).

When ARMYs were informed about this idea of ​​HYBE, they felt extremely angry because the HYBE beta had many problems. Firstly, in particular, they wondered why they tested in on j-hope’s album that only has two versions and compared it to other groups under the label who have had more for recent comebacks with a crazy amount of photocards to collect.

Secondly, Others shared their anger that they tested it on j-hope for his debut solo album. In particular, the lack of physical albums will have an impact on the idol’s ability to place on worldwide charts and also how much profit j-hope will receive.

Third, ARMYs discovered that even though HYBE announced that the album's material changes were in order to protect the environment, they were involved in the NFT. NFTs (non-fungible tokens) are a type of cryptocurrency.

Back in November 2021, HYBE revealed that they planned to partner together to develop an NFT business under a new joint venture. It will allow artists’ IP-based content to become digital assets for fans.

Yet, despite its appeal, there are major disadvantages. NFT release would result in 8.7 megawatts of energy being used for its auction per ten seconds. This is basically how much energy a graphics art studio creates but in like two whole years... It goes against any attempts at helping the environment that HYBE is claiming to do.

Although HYBE seems to be trying to enforce a positive environmental message through j-hope's album, many netizens feel that HYBE is doing a hypocritical trick. So they are criticizing HYBE for doing this.