Supermarket in China Faces Backlash for Using Park Bo Gum and IU’s Images Without Permission in Ads

A supermarket in China has sparked outrage by using images of Park Bo Gum and IU, stars of the popular Netflix drama When Life Gives You Tangerines, in its advertisements without approval. Fans and experts are calling out this unauthorized move, raising concerns about privacy and illegal content distribution.

What Happened at the Supermarket

A large supermarket in Hebei Province, China, displayed promotional materials featuring Park Bo Gum as Yang Gwan Shik and IU as Oh Ae Soon, characters from When Life Gives You Tangerines.

Photos from the site show still cuts from the show featuring Park Bo Gum (as Yang Gwan Shik) and IU (as Oh Ae Soon) being used on promotional displays.

These images appeared in various product sections, paired with catchy phrases like:

• “Sweet cabbage!”
• “Try Ae Soon’s pea rice!”

The drama is not officially available in China due to restrictions on Netflix. This has led to questions about how the supermarket obtained the images.

The unauthorized use was first reported by fans, who shared their concerns online.

Expert Criticism and Concerns

Professor Seo Kyung Duk from Sungshin Women’s University spoke out about the issue. He learned about the misuse from netizens and shared his thoughts.

“I received reports from netizens that a large supermarket in Hebei Province, China, was using scenes from the drama without permission for marketing purposes.”

He explained that this isn’t just about illegal streaming.

“This is not just a case of illegal streaming but also blatant commercial exploitation of the actors’ images without consent. In recent years, characters from Korean hits like Squid Game and The Glory have similarly been misused in China to promote counterfeit goods and generate profit.”

The professor pointed out that such actions harm the actors and creators. He believes stronger measures are needed.

“If Chinese authorities are turning a blind eye to this, they’re effectively condoning the illegal distribution of foreign content. Government-level action is urgently needed to protect the rights of Korean creators and their intellectual property.”

Why This Matters for Korean Dramas

Korean dramas, including When Life Gives You Tangerines, are popular worldwide. However, Netflix is banned in China, meaning official access to the show is blocked.

Despite this, the drama has gained a huge following through unofficial channels. This popularity has led to problems like:

• Illegal streaming of episodes.
• Unauthorized use of drama content for profit.
• Violation of actors’ publicity rights.

Similar incidents have happened before. Images from other Korean shows, like Squid Game and The Glory, were used in China to sell fake products.

This pattern worries fans and industry experts. They fear it could hurt the global reputation of Korean entertainment.

Public Reaction and Next Steps

Fans of Park Bo Gum and IU are upset about the misuse of their images. Many have taken to social media to voice their frustration.

They argue that using the stars’ faces without permission is disrespectful. Some are calling for the supermarket to apologize and remove the ads.

There’s also a push for better protection of Korean content. Experts like Professor Seo want stricter laws to prevent such incidents.

For now, the supermarket has not responded publicly. It’s unclear if Netflix or the actors’ agencies will take legal action.

Also Read: IU Shines as Top Buzzworthy Actor for Three Weeks Straight While The Divorce Insurance Claims No. 1 Drama Spot

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Sources: allkpop, ChosunBiz, KpopChartNet (X Post)

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