Is BOYNEXTDOOR the brand ambassador for Samsung? Apple products controversy, explained

The K-pop group BOYNEXTDOOR recently found themselves at the center of controversy after being seen using Apple products. The issue stems from the fact that the group had previously endorsed Samsung, leading to outrage from Korean netizens who felt that BOYNEXTDOOR’s open use of Apple devices demonstrated a lack of professionalism and respect for their endorsement deal.

Many criticized the group for what they saw as careless behavior, interpreting it as a sign that they did not take their obligations to Samsung seriously.

On the other hand, some fans defended the group, pointing out that BOYNEXTDOOR may not have had a direct, long-term affiliation with Samsung, which would allow them the freedom to use other products.

The group continued to promote Samsung products voluntarily for over a year, with the brand even sending coffee trucks in appreciation of their extended support.

It's important to note that the group never had a formal contract with Samsung. Their endorsement was linked to Samsung's sponsorship of the 2023 MAMA Awards, where they and other artists promoted the brand.

As the controversy grew, Samsung even issued a statement regarding the situation.

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BOYNEXTDOOR become a national television topic in Korea

On October 11, 2024, BOYNEXTDOOR was spotted at Incheon International Airport on their way to Madrid, Spain. While fans initially greeted the group warmly, the sight of the members using iPhones and wearing Apple AirPods Max quickly sparked controversy.

When asked for a statement on the situation, Samsung clarified that BOYNEXTDOOR were not official brand ambassadors or advertising models, suggesting that no formal response was necessary since they were only sponsored by the brand during the awards.

Despite this clarification, many fans remained upset, feeling that the group should have shown more loyalty to Samsung, especially considering the loyalty many Korean consumers have toward the brand.

While some fans criticized the group, calling their switch to Apple products inappropriate, others defended the singers' right to use whichever products they preferred, as they were not officially tied to Samsung.

Some made negative comments like:

Fans who went against the group (Images via Twitter/notpannchoa)

Meanwhile, others had positive and supportive things to say:

fans in support (Image via Twitter/kkeomchizlvr and leehaning_6)

This situation has brought BOYNEXTDOOR into the national spotlight, with divided opinions over whether their actions were a harmless personal choice or an unprofessional misstep.