Laura Sirikul was on a mission. To the rest of the world, it was just October 4, but to movie fans like her, it was a galactic holiday—Triple Force Friday, when toys and merchandise from three upcoming Star Wars projects finally went on sale.

Sirikul ventured to big-box retailers around Pasadena, California, in search of items featuring her favorite character: Rose Tico, the quick-witted engineer played by Kelly Marie Tran. After hitting Target, Walmart, Hot Topic, and the Disney Store, Sirikul found herself asking a question that has since become a hashtag on social media: #WheresRose?

At the end of September, preview videos hyping the new merchandise showed a white T-shirt using the word “Rebel” as a backdrop for the character as she struck a heroic pose. “That ‘Rebel’ shirt was at the Disney Store, but she wasn’t on it,” Sirikul told Vanity Fair. “There was no Rose Tico at the mall.”

Below is an example: On the left is an image from the preview video; on the right is a snapshot a fan took from another Disney Store.

Other shirts, posters, and images teased in the preview materials have also turned out to be inexplicably Rose-less on store shelves, leading to frustration and confusion from those who take pride in her as one of the first major Star Wars characters played by someone of Asian heritage. It echoed a similar #WheresRey? movement during the release of The Force Awakens, when toys and clothing featuring Daisy Ridley’s character appeared to be in shorter supply than products featuring male characters.

Sirikul, 35, a Thai-Chinese-American journalist for the site the Nerds of Color, said Rose’s absence “feels like a diss,” and she believes diverse representation in toys, apparel, and posters is just as important as having it onscreen. “Star Wars is totally a lifestyle. Everyone wants to show off their love for it. Star Wars is everyday,” she said. “It’s so important to have her on [products] to represent that ‘this is my fandom.’”

Including Rose Tico sends a strong message to all fans, regardless of their personal identity, said Jess Shitara, 32, a Japanese-American activist, podcaster, and writer for the site #SWRepMatters, which chronicles diversity in Star Wars storytelling. “What we see in media, especially as kids, is how we see the world,” she said.