Within the wake of BTS member Suga’s latest DUI (driving below the affect) controversy, studies have emerged indicating that Samsung Electronics could also be reluctant to resume their model ambassador contract with the artist.
On August 28, an insider acquainted with Samsung Electronics’ inner discussions revealed, “Whatever the fandom’s measurement, there are vital dangers in sustaining a determine embroiled in social controversy as a model ambassador. A cautious evaluate is critical.” The supply additional said, “Nonetheless, this doesn’t imply Suga might be instantly faraway from commercials. The contract is with BTS as a complete, which complicates fast actions until Suga leaves the group. It’s a scenario that requires ongoing statement.”
The controversy follows the choice by Samsung Germany to delete promotional images of Suga holding the Galaxy S24 Extremely from their official X (previously Twitter) account on August 17. The photographs have been initially posted on August 15-16 however have been taken down after debates throughout the ARMY fandom in regards to the appropriateness of Suga persevering with to look in commercials following the DUI incident.
The partnership between Samsung and BTS started in February 2020, with the group serving as world ambassadors for Samsung smartphones. The collaboration included the discharge of BTS-themed Galaxy S20+ and Galaxy Buds+ editions. In August 2022, BTS and Samsung launched a collaboration video on the long-lasting Instances Sq. display screen in New York, selling the Galaxy Z Flip 4. Suga even made a shock look at Samsung’s Galaxy Unpacked occasion in Seoul final yr.
As a model ambassador, Suga has expressed robust assist for Samsung merchandise. Throughout his solo world tour live performance within the U.S. in April 2023, he famously declared, “Solely Galaxy, no iPhones,” garnering vital consideration. He additionally said that he would solely use Galaxy telephones for selfies with followers.
The partnership between Samsung and BTS has been a key a part of Samsung’s technique to focus on Millennial and Gen Z shoppers, leveraging BTS’s world recognition
