In light of K-pop star Suga‘s recent drunk driving incident, Samsung Electronics is carefully evaluating whether to extend its brand ambassador contract with the artist. The company’s decision is influenced by the serious nature of the controversy and the implications it carries for their brand image.
The Korea Herald quoted a source familiar with the matter, “There is a risk in promoting someone as a brand ambassador who has caused a social controversy, regardless of the person’s fandom.It is a serious matter and requires a lot of careful consideration”. Currently, Samsung has not taken any immediate action to remove Suga from its advertisements. This is because the company’s contract is with BTS as a whole, not with Suga individually. “Unless he leaves BTS, Samsung cannot remove Suga from the promotion at the moment. The situation needs to be monitored a bit longer”. the source added. This indicates that any decision regarding Suga’s future as a brand ambassador will require more time and deliberation.
Samsung has chosen not to comment officially on the ongoing situation. However, the controversy has already led to visible changes in Samsung’s marketing approach. On August 17, Samsung Germany reportedly removed promotional photos of Suga holding the Samsung Galaxy S24 Ultra from its official X account, where they had been posted on August 15 and 16. This removal has sparked discussions among netizens both in Korea and internationally about whether it is appropriate to continue featuring Suga in Samsung’s promotional materials amidst the current DUI allegations.
Samsung’s collaboration with BTS, which began in February 2020, has been marked by several notable projects. This partnership led to the launch of BTS-themed Galaxy S20+ and Galaxy Buds+ editions and featured a collaboration video displayed on Times Square’s iconic screens in New York City in August 2022. Suga further highlighted the partnership with a surprise appearance at the Galaxy Unpacked event in Seoul last year.
Suga has shown notable support for Samsung products, famously declaring “No iPhone, only Galaxy” during his solo world tour concert in the US in April 2023. He emphasized his commitment to Samsung by using only Galaxy phones for selfies with fans. The collaboration between Samsung and BTS was part of a strategic move by Samsung to leverage BTS’s global popularity and youthful image to attract a broader audience, especially millennials and Gen Z.
Furthermore, on August 23, Suga faced police questioning regarding an incident on August 6, where he is accused of operating an electric scooter under the influence of alcohol. His blood alcohol concentration was recorded at 0.227 percent, marking the highest level ever reported in DUI cases involving K-pop stars. This incident has intensified the scrutiny surrounding Suga’s role as a Samsung brand ambassador, prompting the company to carefully assess its next steps.
The Korea Herald quoted a source familiar with the matter, “There is a risk in promoting someone as a brand ambassador who has caused a social controversy, regardless of the person’s fandom.It is a serious matter and requires a lot of careful consideration”. Currently, Samsung has not taken any immediate action to remove Suga from its advertisements. This is because the company’s contract is with BTS as a whole, not with Suga individually. “Unless he leaves BTS, Samsung cannot remove Suga from the promotion at the moment. The situation needs to be monitored a bit longer”. the source added. This indicates that any decision regarding Suga’s future as a brand ambassador will require more time and deliberation.
Samsung has chosen not to comment officially on the ongoing situation. However, the controversy has already led to visible changes in Samsung’s marketing approach. On August 17, Samsung Germany reportedly removed promotional photos of Suga holding the Samsung Galaxy S24 Ultra from its official X account, where they had been posted on August 15 and 16. This removal has sparked discussions among netizens both in Korea and internationally about whether it is appropriate to continue featuring Suga in Samsung’s promotional materials amidst the current DUI allegations.
Samsung’s collaboration with BTS, which began in February 2020, has been marked by several notable projects. This partnership led to the launch of BTS-themed Galaxy S20+ and Galaxy Buds+ editions and featured a collaboration video displayed on Times Square’s iconic screens in New York City in August 2022. Suga further highlighted the partnership with a surprise appearance at the Galaxy Unpacked event in Seoul last year.
Suga has shown notable support for Samsung products, famously declaring “No iPhone, only Galaxy” during his solo world tour concert in the US in April 2023. He emphasized his commitment to Samsung by using only Galaxy phones for selfies with fans. The collaboration between Samsung and BTS was part of a strategic move by Samsung to leverage BTS’s global popularity and youthful image to attract a broader audience, especially millennials and Gen Z.
Furthermore, on August 23, Suga faced police questioning regarding an incident on August 6, where he is accused of operating an electric scooter under the influence of alcohol. His blood alcohol concentration was recorded at 0.227 percent, marking the highest level ever reported in DUI cases involving K-pop stars. This incident has intensified the scrutiny surrounding Suga’s role as a Samsung brand ambassador, prompting the company to carefully assess its next steps.
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