Kim Kardashian has been branded "tone deaf" for plugging a product launch in Australia as the country battles devastating bush fires.
The reality TV star, 39, filmed a video for her fans in Oz letting them know about a new project.
She didn't reveal what it is, but some speculated it could be a pop-up shop or a new beauty product.
Kim tweeted: "Hi Australia! I have some exciting news coming soon just in time for the holidays.
"Can you guess what is is? Stay tuned for the big announcement…"
She added in the video: "Hey Australia, I just wanted to let you know I am sending you something very special…"
The post enraged her Aussie fans, who bombarded her with messages telling her they hope she's sending water or a donation to help firefighters Down Under.
Others called Kim out for tweeting about one of her money-spinning projects during the country's time of need.
One tweeted: "Is it water or fire fighters? We need that right now. Or money? Farmers and people who lost homes & loved ones need money too."
Another added: "That’s exciting but today isn’t the best day to post this!
"Six million people on the eastern side of Australia are facing catastrophic bushfires and are in a state of emergency.
"Some help/awareness would be so greatly appreciated instead."
A third wrote: "This is so tone deaf, Kim there’s a climate emergency."
One more fumed: "Well Kim I hope it’s not beauty stuff Australia is in drought and in major fire which will only get worse.
"Let’s hope no more people lose there houses or life. it’s so dry and hot we have ring of fire around us."
More than 85 massive bush fires are burning across New South Wales and a state of emergency has been declared.
Three people have died and more than 150 homes have been destroyed since Friday in what's been described as the the most dangerous blazes since 2009's Black Saturday bushfires in Victoria, which killed 173.
Kim is no stranger to these kind of dangers as she has previously been caught up in wild fire emergencies in California.
The reality star and members of her family have all been evacuated from their homes in the past, but came under fire for using private firefighting crews to save their multi-million pound properties.
Aussie fans remarked on this as they continued to bombard Kim with tweets about the disaster own Under.
One wrote: "Send us ur private firefighters or whatever u had."
Another added: "Is it private fire fightrers [you're sending us]? Cause that’s what they really need.
"Some help with their insane fires they are having RN."
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