Coway shares new ads featuring all 7 BTS members post-Jin’s military service discharge

Coway garnered attention online for its new advertisement image featuring all seven members of BTS. On June 20, Coway, an international home appliances manufacturer company shared its new advertisement with the septet, particularly Jin's clip started to trend on social media as he was previously excluded from an ad campaign last year.

The BIGHIT MUSIC boy group has been the ambassador for Coway since 2021, and have been representing the image of the company while also showcasing the products in different ad campaigns. However, in April 2023, the company received backlash from fans online as Jin was not included in the advertisement video of the water purifier which was released back then.

On June 20, The advertisement poster was shared through Coway Korea's official page including all seven members RM, Jin, Suga, j-hope, Jimin, V, and Jungkook. Following this were the solo videos of the BTS members standing by the water purifier of Coway holding a glass of water with ice cubes.

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Coway received backlash for excluding BTS’ Jin from their advertisement campaign

In April 2023, netizens were disappointed with the home appliances company for not including the eldest member of BTS, Jin in their advertisement. According to a statement by Coway, it was difficult for them to include the content featuring Jin as per the law since he was in the military. Jin began his military service journey on December 12, 2022.

A South Korean netizen back then claimed to have inquired regarding the issue with Coway, they shared the response they received from the company. They stated,

“We checked the contents of your inquiry about the situation that BTS member Jin was not appearing in the Coway advertisement. And it was noted that because he was fulfilling his military service duty at the time of discussing the advertisement content, it became difficult for him to appear under the relevant law.” translated by @for_seokjin1992 on X

They further stated that they would be eagerly waiting for the Moon singer to return after completing his military service. Following the re-release of the advertisement including in, many netizens highlighted that the company kept their promise to showcase the BTS member in the water purifier ad.

On the other hand, some pointed out that currently the six other members, RM, Suga, j-hope, Jimin, V, and Jungkook, are serving in the military, thus contradicting their reason for not including Jin in the ad during his service. They have once again expressed their disappointment in the company for not managing contract conditions with Jin before the military service.

Fans have also accused Coway of releasing the content with Jin because of his popularity and the limelight he is currently in since his highly anticipated discharge on June 12, 2024.

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Jin's military discharge boosts BTS' brand reputation scores

Meanwhile, on June 13, Jin made his first appearance in front of fans following his military discharge at the 2024 FESTA event in celebration of the group's 11th anniversary. Social media buzzed with videos and clips of the singer hugging fans during the meet-and-greet session. He also performed some of his popular solo songs including The Astronaut, Moon, and more in the second session.

Notably, according to the Korea Corporate Reputation Research Institute, BTS topped the brand reputation ranking list for K-pop boy groups. In January 2024, the group's rank went down to the eighth position for the first time in five years however, their score for June 2024 shot up 177.09 % owing to Jin's military discharge.