Samsung Electronics is currently in the midst of reevaluating their contracts with BTS member Suga and the group, as reported by The Korea Herald on August 29, 2024. The decision comes in the wake of a recent controversy involving Suga and a DUI scooter incident. Samsung is carefully considering whether to continue their partnership with the rapper, weighing the risks of associating with someone involved in a public scandal, despite his massive fanbase.
The article emphasizes that the final decision will require thoughtful deliberation. It is mentioned that Samsung will not immediately remove Suga from their advertisements, as the brand ambassador contract was initially signed with BTS as a whole, rather than solely with Suga. As long as Suga remains a member of BTS, Samsung cannot withdraw him from their promotional campaigns at this time and will closely monitor the situation.
Samsung’s collaboration with BTS dates back to February 2020 when the group became the global ambassador for Samsung’s smartphone line. Since then, BTS has played a significant role in promoting the brand through various content. This partnership also led to the release of special BTS-themed editions of the Galaxy S20+ and Galaxy Buds+.
In 2022, BTS contributed to enhancing Samsung Electronics’ global presence as brand ambassadors through innovative digital campaigns. The group starred in two special films shot at renowned landmarks like Times Square and COEX. One of the films, titled “Galaxy x BTS: Unfold Your World with Z Flip4,” showcased the Galaxy Z Flip4 accompanied by BTS’s song “Yet To Come (The Most Beautiful Moment)” and celebrated the launch of Samsung’s Bora Purple color.
Suga, in particular, played a pivotal role in Samsung’s marketing efforts. He reimagined Samsung’s iconic “Over the Horizon” ringtone for its 10th anniversary and featured prominently in the brand’s promotions. During his solo world tour in 2023, Suga expressed his preference for Samsung over other brands, stating, “No iPhone, only Galaxy.” He actively engaged with fans using Galaxy devices, even insisting on taking selfies exclusively with Samsung phone users.
Furthermore, Suga showcased Samsung products in his social media posts, sharing images and videos from his tour stops on Instagram, all captured with Samsung’s technology.
Despite these successful collaborations, Suga recently faced a DUI controversy, leading him to visit the Yongsan Police Station for an inquiry. Authorities have confirmed that he will not face further questioning in this matter.
As the situation unfolds, Samsung Electronics continues to assess its partnership with BTS and Suga, keeping a close eye on developments to make an informed decision. The future of their collaboration remains uncertain as both parties navigate the aftermath of the recent scandal.
