BTS' Suga returns as Samsung model, shuts down rumors of departure from brand amid DUI controversy | K-pop movie news

BTS's Suga has made a surprising comeback as Model for Samsung Electronics, allaying concerns about his future with the brand following recent controversies. The rapper's reemergence was accompanied by a new series of advertisements for Samsung's “Freestyle 2nd Gen projector,” which were widely shared on Samsung Electronics Paraguay's official social media platforms on August 31.
This renewed partnership comes at a crucial time, after a period of uncertainty and speculation about Suga's status at the company. Fears took shape in mid-August when Samsung's social media channels, particularly in Germany, deleted images of Suga. This decision came shortly after news of the rapper's DUI incident broke. Samsung Electronics Germany briefly deleted promotional photos of Suga promoting the Galaxy S24 Ultra on August 24, and Samsung Germany followed suit by removing his images from social media posted on August 15. These moves sparked discussions about whether Samsung might sever its ties with Suga, leading to calls from some fans to boycott the brand.
Adding to the uncertainty is a report in the Korea Herald on August 28, which quoted a Samsung insider as saying: “Regardless of their fan base, there are risks in having an ambassador who controversy. Your partnership needs to be carefully considered.” The insider highlighted the challenges brands face when dealing with ambassadors embroiled in controversy, stressing the need for careful consideration.
Despite the ongoing investigations into Suga's legal issues, Samsung Paraguay's new advertising campaign suggests that the brand has settled its internal debates and reaffirmed its commitment to the BTS member. This development reflects a possible resolution of the conflicts that raised doubts about Suga's future at Samsung and shows the brand's willingness to continue with its existing advertising strategies.