BTS Suga remains at the center of controversy after a DUI scandal became the talk of the town in Korea on August 6. The BTS rapper, who serves as the brand ambassador for Samsung, one of the world’s leading mobile phone brands, is rumored to be at risk of losing his endorsement deal amid the ongoing investigation. Although no official announcement has been made yet, speculation is already stirring.
Will BTS lose Samsung brand ambassadorship?
As a seven-member boy band, BTS has been the face of the South Korean company for many years, boosting Samsung’s global presence among its huge fan base. However, on August 28, 2024 (KST), the Korea Herald reported that a Samsung insider has hinted at a possible change in brand ambassadors.
An anonymous source told the outlet, “It’s risky to promote someone who has caused social controversy as a brand ambassador, no matter how popular that person is.” The insider mentioned that Samsung might think about breaking its deal with the K-pop star because the situation is really serious and they need to think about it carefully.
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However, we are still waiting for an official statement from the company. BTS has been associated with the mobile phone company for a long time, and their partnership includes not just Suga but the entire septet – Jin, Jimin, RM, Taehyung (V), J-Hope and Jungkook. As of now, BTS remains Samsung’s top-tier brand ambassadors, a role they have held for a long time.
The company may not take any ‘immediate action’
The report highlights that Samsung is unlikely to take any immediate action that may have consequences. It further clarifies that the company has an exclusive contract with BTS. So, unless Suga breaks up with the K-pop group (which is not going to happen as BigHit has already made it clear), Samsung cannot remove him from his promotional activities at this time.
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“This doesn’t mean that Samsung will drop him from their campaigns right away. They have contracts with all the BTS members. Unless Suga leaves the group, it’s hard for them to do anything. They’ll have to see how it goes,” the insider said.
Samsung removed photos of Suga
In yet another sensational move, the company’s social media activity has shocked people. On August 17, Samsung Germany removed photos of Suga that were posted on his X account on August 15 and 16. Fans speculate that this may be a temporary reaction following the DUI and the posts may be restored once the situation is resolved. The company has not yet commented on the matter.
