For ARMYs, their love for BTS when the members started their solo activities was no different than when the group was fully active with 7 members. Everyone deserves the same love and respect, including members who are serving in the m̷i̷l̷i̷t̷a̷r̷y̷.
So, just anyone removing 1 or a few out of 7 people from their content or plans will make ARMYs angry. Coway is now at the center of criticism after they were found to have removed Jin from their new ad and betrayed the group's iconic number 7.
The consequence of this was a significant drop in Coway's share value yesterday (local time) and it was also the lowest share value in the company's history for three years now. Here is a scenario where this happened:
When looking for brand representatives, BTS always seems to be the first choice of many big companies in the world thanks to their outstanding reputation and influence. Specifically, up to 4 of the 10 largest global value companies have chosen to cooperate with this group.
However, it is interesting that people realize that in BTS' advertising contracts, there are always 7 members appearing. Even the world's most luxurious fashion brand - Louis Vuitton also had to negotiate with all 7 people to have them become its brand ambäṩṩadors.
Likewise, back in 2021, all 7 members of BTS were appointed as ambäṩṩadors for the global brand COWAY, bringing the brand and the message "Best life-solution company" to the world. In particular, idols always attract attention with cute and funny advertisements for projects, thanks to which the brand's products are sold significantly around the world.
Recently, however, Coway faced a lot of anger and criticism from BTS fans when a recent advertisement for the label allegedly omitted Jin in it. Specifically, Jin isn't in the Coway icon water purifier pink and blue CMs that have been airing since April 28th.
While many people initially thought that Jin's lack of appearance in the new commercial was due to a m̷i̷l̷i̷t̷a̷r̷y̷ service issue, many pointed out that it was a ridiculous explanation as j-hope was in the same situation. Besides, many people pointed out that a new advertisement of the agency in February 2023 still had 7 full members and at that time Jin was still in the army.
Therefore, the m̷i̷l̷i̷t̷a̷r̷y̷ service-related issue cannot be the reason for the new Coway advertisement without Jin. Plus, it also uses the same set (and apparently filmed) at the same time as an ad that was released in August 2022 with all the members. Apparently, Coway is trying to get rid of Jin's images and even betray his modeling contract.
Of course, when faced with this situation, to clarify the matter from the brand's side, ARMYs sent messages and asked for a specific explanation. While most didn’t get a reply, one kσrєαn fan shared the response she received, and it was all about discussions for the advertisement.
A Coway representative said about the incident: "Hello. I am the person responsible at Coway. I would like to thank the many customers who visited Coway. As for your questions as to why BTS member Jin was not shown on the commercial, during the preliminary stage when first discussing the contents of the commercial, Jin was currently serving in the m̷i̷l̷i̷t̷a̷r̷y̷ and therefore according to law, it was difficult for him to take part. Coway will be waiting for BTS’s Jin to return healthy after finishing his m̷i̷l̷i̷t̷a̷r̷y̷ obligations. For further questions, please refer to our 1:1 consulting or contact us at our customer service center (1588-5200). We will work harder to greet you with better service."
When the post was shared, ARMYs shared their anger at the lack of planning from Coway. When referring to “contract” it means the discussion behind the advertisement and a fan shared that fellow brand Lotte Xylitol shared that made sure to discuss new projects that had been filmed with the members before Jin enlisted. Specifically, according to Lotte Well Food on April 12, the extension was made before a BTS member of joined the military.
One netizen even pointed out how odd the whole situation was after adding that the person who bought COWAY was Bang Joon Hyuk. It raised more concerns because he also bought shares in вιg нιт Entertainment in 2018… and is HYBE founder Bang Si Hyuk‘s cousin.
Not only receiving great criticism from the fan community, Coway also faced the stock value in the latest session falling to its lowest point in the last 3 years. It is known that on May 17th (KST), its stock market closed at 47.950 KRW.
Fans seem to be pleased with this result, considering that Coway betrayed Jin and lacked preparation for his case while other brands did a great job. Besides, fans think that Coway should learn deeply from this lesson:
- NO idea what coway wanted to promote w/ ot6 ads. Their prediction was way too optimistic & should have learned from LV & Galaxy Japan NOT to make the same mistakes. Very unprofessional! But stock market shows it’s too late for coway & hybe to regret having belittled Jin & ARMYs.
- Well this is what happens when they mess with JIN BRAND POWER JIN
- Next time think wiser. Don't underestimate seokjinnies power. I like the way Seokjinnies faced, handled and won it
- But last feb I think i still saw Jin part of the advert berex matress from coway.But excluded him in the water purifier ad.
- So 6 members doesn't work... interesting
- I see layers and layers of karma. Serves them right!
- Hope it’s going down more and more
- It makes me feel a little bit better, sorry
- They need a good lesson. All fans should support Seokjin
- You reap what you sow @Coway_Global. That sounds so good right? I am enjoying it
- It can go further if consumers of those products give detailed reviews of how lousy your products are. Go ahead, they have a good option to expose it in the consumer service media.
- I bet whoever royally screwed this up is regretting it now! Meanwhile Seokjin's thriving!
- Hope tomorrow will drop more.. serve your right noway!
- BEST BRAND AMBASSADOR JIN
