BTS’ SUGA is at the center of intense media scrutiny following his recent DUI case, which has dominated headlines across South Korea. As the investigation unfolds, speculation has risen about the future of his endorsement deal with Samsung, one of the most significant brand partnerships in K-pop history. While there has been no official confirmation from Samsung, recent developments have fueled concerns about SUGA’s status as the brand ambassador.
On August 28, 2024, The Korea Herald reported that Samsung is considering ending its contract with SUGA amid the ongoing controversy. An anonymous source cited in the report highlighted the risks associated with promoting a figure embroiled in a social scandal, regardless of their popularity.
“There is a risk in promoting someone as a brand ambassador who has caused a social controversy, regardless of the person’s fandom,” the insider stated, emphasizing that the situation demands careful consideration.
However, the source also mentioned that Samsung might not take immediate action to remove SUGA as their ambassador. The reason behind this hesitancy lies in the nature of the contract. According to the report, the company has an exclusive deal with BTS as a group, not with individual members. This contractual detail complicates any potential decision to drop SUGA, as he remains an integral part of the group.
“The situation needs to be monitored a bit longer,” the insider added, suggesting that Samsung is likely to wait before making any public statements or decisions regarding SUGA’s role.
Samsung has so far declined to comment on the reports, leaving fans and the public in a state of uncertainty. However, the company’s recent actions on social media have only intensified speculation. On August 17, Samsung Germany deleted advertisements featuring SUGA that had been posted just days earlier on their X (formerly Twitter) account. The removal of these posts has sparked further curiosity and concern about SUGA’s future with the brand.
This incident isn’t the first time SUGA’s association with Samsung has come into question. As the DUI case progresses, many are closely watching to see how both the company and the artist navigate this challenging period.
SUGA appeared at the Yongsan Police Station on August 23 for further investigation into his DUI case. Before entering the precinct, he publicly apologized, bowing twice to the assembled reporters.
The future of SUGA’s partnership with Samsung remains uncertain as the investigation continues, and more details are expected to emerge in the coming weeks.
For more updates on SUGA’s situation and his partnership with Samsung, tune in to Vviptimes.
