Recently, a Mumbai-based fan of the Korean pop (K-pop) band BTS realized that she is unknowning a cryptocurrency account on Twitter. After few days, cryptocurrency-related posts began to show up on the timelines of ARMY—Adorable Representative MC for Youth, the term associated with millions of BTS fans. The accounts started inviting the BTS community to follow other users similar cryptocurrency content, claiming that they would participate in giveaways of up to $250 on average.