Following a DUI incident, Samsung evaluates its brand ambassador contract with BTS, particularly focusing on Suga.
On August 29, 2024, The Korea Herald reported that Samsung Electronics is reconsidering its partnership with BTS member Suga following his involvement in a DUI scooter incident. The tech giant is now evaluating the potential risks of continuing its association with the popular rapper-songwriter amidst the controversy.
While no immediate decisions have been made, Samsung is reportedly adopting a cautious approach. The brand’s current ambassador contract is with BTS as a group, meaning Suga remains a part of their campaigns as long as he is with the band.
Samsung has enjoyed a successful partnership with BTS since February 2020, with the group playing a pivotal role in promoting Samsung’s smartphone line. This collaboration led to the launch of BTS-themed Galaxy S20+ and Galaxy Buds+ editions. In 2022, BTS further boosted Samsung’s global presence through innovative digital campaigns, featuring special films at iconic locations like Times Square and COEX.
Suga, in particular, has been a standout ambassador for Samsung, showcasing his loyalty to the brand during his 2023 solo world tour. He famously stated, “No iPhone, only Galaxy,” and frequently engaged with fans using Samsung devices, strengthening his connection with the brand. His contribution to reimagining Samsung’s iconic “Over the Horizon” ringtone also underscores his close association with the company.
Despite the ongoing controversy, Samsung is proceeding with caution, choosing not to remove Suga from their advertisements at this time. The brand remains committed to its partnership with BTS but will continue to closely monitor the situation before making any final decisions.
