Highlights
The latest controversy involving BTS rapper Suga’s DUI has raised questions about the group’s sponsorship with Samsung which could be at risk. While Apple is still considering its choices, commentators in the industry try to predict the further evolution of this high-profile partnership. This article seeks to analyze the current events, the consequences for BTS and Samsung, the issues of maintaining a balance between brand and celebrity, and the effects of such events on the K-pop industry. We will discuss implications of these scenarios and what this might mean for the future of celebrity endorsements in the context of the increasing social media awareness.
The Scandal and Its Immediate Aftermath
On August 6, 2024, the headlines of the South Korean media were dominated by a DUI scandal involving BTS’s Suga. The rapper who is currently serving his compulsory military training was under a lot of pressure as details of the incident came to light. It not only tarnished Suga’s image but also put the whole BTS group in a rather unpleasant position.
Samsung, the world’s popular mobile phone manufacturer and the official partner of BTS for a long time, was in a very vulnerable position. The company has largely depended on the K-pop supergroup to increase its popularity around the world especially among the young people. However, the DUI scandal made Samsung reevaluate its relationship with the group particularly Suga.
According to an anonymous Samsung source quoted by the Korea Herald on August 28, the company was giving it some real thought. ‘Even if there is a fandom, there is always danger in appointing a person who has become a social issue,’ the source said, pointing at the thin line between brand reputation and brand advocacy through celebrity endorsement.
Samsung’s Strategic Response and Legal Constraints
Nevertheless, Samsung has not released any statements about BTS or Suga collaboration or Suga’s endorsement deal with the company. This is due to the fact that the situation is rather delicate and any actions may have certain consequences for the company. There is one more aspect that makes it even more challenging, and it is the terms of the contract between Samsung and BTS. The company has an exclusive contract with the whole seven-member group and not the individuals within the group. This arrangement means that unless Suga leaves BTS, a scenario which BigHit Entertainment has deemed highly improbable, Samsung cannot just erase him from their advertisements without possibly violating the agreement.
According to the insider source, this is exactly what has been happening: ‘Unless Suga leaves the group, it is hard for them to do anything. They’ll need to see how this plays out.’ This legal constraint has left Samsung no choice but to watch and wait.
Public Response and Brand Image Issues
When the scandal broke, the public response also contributed to the construction of the narrative surrounding Suga and by extension Samsung’s connection with him. Hashtags trended on the social media, from demand for justice to encouragement of the K-pop star.
Samsung’s reaction to this public discourse has been low key but significant. On August 17, Samsung Germany erased advertisement photos with Suga from their X (formerly Twitter) account. These images published only a few days before on August 15 and 16, were soon removed without any further comment. This action raised eyebrows among fans and other stakeholders in the industry because most of them viewed it as a tactical maneuver aimed at avoiding the worst-case scenario.
