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On August 29, 2024, The Korea Herald reported that Samsung Electronics is reconsidering its contracts with BTS member Suga and the group. This follows a recent DUI scooter controversy involving Suga. Samsung is reportedly evaluating whether to continue their partnership, weighing the risks of endorsing someone involved in a public scandal, despite his large fanbase.
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It was also stated that the final decision will require a careful deliberation. The article mentioned that the brand will not immediately pull the rapper from their advertisements, as the brand ambassador contract was signed with BTS as a group, not solely with Suga.
They also highlighted that as long as the rapper-songwriter remains a part of BTS, Samsung cannot withdraw him from their promotional campaigns at this time and will keep a close watch on the situation.
Samsung Electronics' collaboration with BTS' Suga and the group
For those who don't know, Samsung and BTS initiated their partnership in February 2020, with BTS serving as the global ambassador for Samsung's smartphone line. Since then, the group has been a major contributor to promoting the brand through various content. This collaboration also led to the release of the BTS-themed Galaxy S20+ and Galaxy Buds+ editions.
In 2022, BTS helped boost Samsung Electronics' global presence as brand ambassadors through innovative digital campaigns. Samsung featured two special films with the group at famous landmarks such as Times Square and COEX. One film, "Galaxy x BTS: Unfold Your World with Z Flip4," showcased the Galaxy Z Flip4 with BTS's song Yet To Come (The Most Beautiful Moment) and celebrated the release of Samsung's Bora Purple color.
As for Suga, the second film featured a new interpretation of Samsung's iconic Over the Horizon ringtone, reimagined by Suga in honor of its 10th anniversary. As a brand ambassador for Samsung, the idol demonstrated a notable fondness for their products throughout his solo world tour in 2023.
He drew attention by declaring his preference for Samsung over other brands, saying, “No iPhone, only Galaxy.” He made a point to engage with fans who were using Galaxy devices, even specifying that he would only take selfies with those holding Samsung phones.
Additionally, Suga prominently featured Samsung products in his social media updates, sharing images and videos from various tour stops on Instagram, all captured with Samsung’s technology.
The BTS rapper recently visited the Yongsan Police Station for an inquiry into his Driving Under the Influence (DUI) case. The authorities have now confirmed that he will not be summoned for any additional questioning.
