Aespa Faces Major Threat of Losing Brand Partnerships Amid Numerous Controversies
aespa is facing trouble in the advertising world as controversies keep piling up.
The group’s image is hurting their brand deals. Korean media outlet News Worker reported aespa is “hanging on” to current contracts but their future is shaky.
aespa’s situation is challenging.
— News Worker
aespa works with big names like KB Kookmin Bank, Nongshim, and Eider. But advertisers want safe partnerships. Controversies linked to members’ politics, diplomacy, and rumors put those deals at risk.
Individual member problems pressuring advertisers:
- Karina hit with “right wing” accusations during summer elections
- Ningning sparked an anti-aespa petition in Japan over a “nuclear mushroom cloud lamp”
- Winter caught up in explosive dating rumors with BTS’s Jungkook just this month
Individual controversies among members have hurt their image, and with sensitive issues in politics (Karina), diplomacy (Ningning), and dating rumors (Winter), existing contracts may be uncertain for next year.
— News Worker
| Nongshim
| Mise-en-Scène
Meanwhile, IVE is ready to capitalize on aespa’s missteps. According to News Worker, IVE stayed clear of major controversy, keeping their image clean and renewing contracts successfully.
| News Worker
In contrast, IVE has avoided major controversies. Following the marketing industry principle that ‘as long as there’s no brand-damaging factor, fandom and popularity remain,’ IVE recently succeeded in renewing contracts with existing advertisers.
— News Worker
aespa’s future advertising success depends on their ability to recover public trust and keep scandals at bay before next year’s campaigns. For now, the group’s image is taking heavy hits.
| News Worker