KATSEYE’s new collaboration with 5 Gum has drawn a wave of reactions, with some applauding its creativity and others questioning its direction. The project, called the “Senses Collection,” attempts to bring fans closer to the six-member group through collectibles inspired by sight, sound, taste, touch, and smell.
The collection includes a signed vinyl of BEAUTIFUL CHAOS, gum packs designed with each member’s iris colors, flavors curated to reflect personal favorites, and wrappers marked with their kiss prints. The most polarizing item, however, is a fragrance described as being “infused with the fresh breath” of the members, recorded as they sang into the bottle.
For 5 Gum, the collaboration extends its brand identity of pushing sensory experiences beyond traditional chewing gum. For KATSEYE, it marks another step in their rapid global expansion and their willingness to test unconventional brand partnerships. In a statement, the group expressed their excitement, “We want EYEKONS to feel our music in every possible way. Working with 5 Gum gave us the chance to create something fun, surprising, and unforgettable.”
Not all reactions have been positive. While fans acknowledge the novelty, some have expressed unease about the campaign’s more intimate elements, especially the breath-infused spray and kiss-marked wrappers. Concerns range from discomfort over the personal nature of the items to the appropriateness of such products when the group includes a younger member.
— kei ✩ (@manonstiara) October 3, 2025
the concept of a grown man buying the breath of a 17 year old in a perfume bottle…… https://t.co/wxO32Em2rR pic.twitter.com/02H6JXQ4bU
— berry ★☆ (@dreamygyaru) October 3, 2025
Others argue that the collection targets Western teen markets accustomed to body sprays, unconventional merchandise, and bold marketing tactics. Supporters see the campaign as a clever extension of KATSEYE’s strategy to stand out in a saturated pop landscape.
The debate reflects a broader trend in celebrity merchandising, where products have become increasingly personal. In recent years, collaborations such as Sydney Sweeney’s bathwater-inspired soap, Lil Nas X’s blood-infused sneakers, and even DNA-themed collectibles tied to rock icons have sparked similar discussions about the boundaries between fans and their idols.
Whether hailed as bold marketing or criticized as crossing the line, the “Senses Collection” has achieved one undeniable outcome, it has everyone talking.
