Photography via Instagram/kimoji

Does Kim Kardashian’s New KIMOJI Merch Promote Drinking and Drug Culture?

How many other uses are there for "rolling papers"?

Earlier this week, Kim Kardashian posted a series of cryptic Instagram videos teasing something super-exciting was happening on April 4.

In flashing red neon letters: 04-04-17! SAVE THE DATE! NEW DROP! Obviously, fans were expecting something huge. Another baby? New Yeezys? These were some of our guesses.

Turns out the “big surprise” was just a new Kimoji package with matching merch. Womp womp. Needless to say, people were a little disappointed, having expected something a little more exciting.

But there’s a fun twist. The newest Kimjoi drop is festival themed, and it’s arrived just in time for Coachella. Kim is equipping festival goers with everything they need to have a good time dancing in the desert. You know, the essentials: flower-crown-clad emojis, butt-shaped pool floaties, tie-dye rolling papers, “Still drunk from yesterday” flasks, lit lighters and drug “baggie” bandanas.


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We get it, drinking and smoking are pretty normal festival behaviours. But there seems to be a questionable amount of drug and alcohol references from someone who famously doesn’t drink or do drugs except for “five shots of vodka in Vegas every three years.” The branding here doesn’t really align with Kim’s whole post-Paris robbery aesthetic, which opts for family over flashy.

What’s her intention with all this anyway? How does this merch represent Kim and her brand? What exactly does Kim think people use cute little plastic bags for at music festivals? Mini peanut butter and jelly sandwiches?

Actually, this could be the case. History shows that the Kardashian klan is soooo far removed from the party scene, they’re borderline ignorant. Once upon a time, Kendall Jenner posted a Snapchat of a dime bag with the caption, “this is the cutest little ziploc baggie I have ever seen.”

Awe, the level of naivety is almost endearing. Most 21-year-olds are aware of the connotation these cute little baggies have, which is that they’re typically used to hold drugs.

It seems a bit like Kim is capitalizing on a culture that she doesn’t actually participate in, which is a little confusing. Still, millennials are here for it.

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