What happened at Sound of Prada event in Seoul? Fans disappointed over alleged poor organisation leading to photo wall cancellation & more

The Sound of Prada event in Seoul reportedly ended earlier than expected, with some segments being canceled, which drew criticism from fans online. On October 24, 2024, Prada held its event in Seongsu-dong, Seongdong-gu, Seoul, where several Korean celebrities were expected to attend, including aespa's Karina, Lovely Runner star Byeon Woo-seok, ENHYPEN, SHINee's Taemin, Revenant star Kim Tae-ri, JEON SOMI, Win Metawin, and NCT’s Jaehyun.

According to Chosun Biz, the Italian brand's event reportedly ended before the photo wall segment started. A large crowd of fans gathered along the two-lane road next to the Sound of Prada venue. This prompted the Seongdong-gu District Mayor's office to request that the event organizers voluntarily conclude the event earlier than scheduled.

As a result, Byeon Woo-seok and Prada brand ambassador Karina were reportedly unable to enter the event and had to wait in their cars due to the situation. The two celebrities were reportedly unable to attend at all before the Sound of Prada event was canceled. Notably, Karina took to the Bubble app to inform her fans not to wait outside the venue, asking them to go home.

She wrote:

“MY..don't wait for me and go home..”

This situation enraged fans, who took to social media to express their disappointment with the management of the Italian brand, accusing them of mishandling the event. One fan on X tweeted:

“Luxury and big brand but have a poor and unprofessional organizers. Our Karina have to wait in the car instead of resting or sleeping just for your event, when she just performed in Mcountdown. Worst brand!!”

Several other fans echoed similar sentiments on X.

“Event was held in a location that could only be accessed through a small road (almost like an alley). There was an accident between a bus and a BMW, the local police came to the location and told the organizers to immediately stop the event,” another fan added.

“The prada event was a mess,” a user stated.

Fans continued to criticize the Italian brand for inviting celebrities with a huge following to the event without any further safety measures.

“There are so many big names invited... The organizers should have thought about the safety,” a user commented.

“The crowd is too much! But still, prada should have expect this because they invited big names. They should plan this better,” another fan wrote.

“Omg… hope everyone is ok.. don’t understand why they had to invite other influencers when they had a full house of idols and actors.. at least get a bigger venue,” another X user commented.

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Seongdong-gu District Mayor addresses the cancellation of the Sound of Prada event

Seongdong-gu District Mayor Jeong Won-oh took to X on October 25 to address the measures implemented by the mayor's office to prevent public hazards due to the growing crowds during the Sound of Prada event.

He wrote:

“Since around 7 PM yesterday, the district office duty officer and the person in charge of the department in charge have been on site with the police and other related organizations.”

Jeong Won-oh further explained that there was a city bus garage near the venue, and given the rush hour, there was a lot of traffic around it. The crowd started to grow with the passing of time, raising concerns.

He added:

"After a meeting to discuss countermeasures, we requested the organizers to voluntarily end the event.”

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In an additional post, Mayor Jeong Won-oh explained the issue that happened at the event in detail. Meanwhile, clips and videos of celebrities like Jaehyun, Win Metawin, and Sakaguchi Kentaro who were spotted at the event circulated online.