Going to the days when Hollywood superstars and Western models reigned supreme in the high fashion realm as brand ambαѕѕadors. If only a decade ago, the only faces appearing in global ads were Western models, now, K-pop artists are the main faces on advertising banners for luxury brands.

Owning brand ambαѕѕador contracts also shows the position and influence of artists, especially the highest title - Global Ambαѕѕador. Previously, BLACKPINK was considered the only group that owned expensive ambαѕѕadorial contracts for all 4 members.

But since BTS started covering luxury fashion brands and high-end brands, a large part of BLINKs started their uncompromising battle, stemming from a competitive mentality among fan groups. These people even accused HYBE of paying to get contracts for not only BTS but also other groups.

Here is what is happening on the online community, attracting the attention of many people:

It is easy to see that in recent years, K-pop artists are the typical brand ambαѕѕadors of Western fashion houses or luxury brands. This is explained because, in Asia, ̾j̾a̾p̾a̾nese and Chinese stars often focus on investing in the domestic market. They are not really popular outside the country's borders, or outside the scope of the auďïệnce interested in the local culture.

Meanwhile, the kσrєαn entertainment industry is different, kσrєαn artists and especially Kpop make great efforts in exporting entertainment products to five continents and four pools. Avery Booker also said that kσrєαn artists have wide appeal, especially in the United States and Asia-Pacific. These are the two main growth markets for luxury brands, especially during the pandemic.

With this advantage, of course, none other than kσrєαn artists have been selected to become brand ambαѕѕadors in recent years. For example, 4 BLACKPINK members Jennie, Lisa, Jisoo and Rosé are global brand ambαѕѕadors for Chanel, Céline, Dior and Yves Saint Laurent respectively.

Although there are many other names such as EXO Sehun, IU, Park Bogum, Song Hye Kyo, Suzy, etc., it seems that the 4 BLACPINK members are the most prominent with these highest titles. Until recently, when BTS began promoting solo activities and bringing in brand ambαѕѕador contracts of a variety of luxury brands, BLACKPINK's unique position was contested.

Not to mention that Jimin is also Dior's global brand ambαѕѕador next to Rosé, V is CELINE's global ambαѕѕador next to Lisa, Jennie and Jungkook are Calvin Klein's global ambαѕѕadors...This making many BLACKPINK fans unhappy, leading to baseless accusations against BTS members as well as HYBE.

Typically, most recently, the reaction of BLINKs when HYBE's artists were announced as ambαѕѕadors caught the attention of netizens. They repeatedly commented on allegations that HYBE paid these luxury brands to choose members of BTS or New Jeans as their brand ambαѕѕadors.

Some even think that HYBE's artists are not strong enough to take on this position while brands only need BLACKPINK members. Not only that, weird and toxic comments are also spread under all Popbase posts related to the announcement of the ambαѕѕador of BTS, New Jeans, ... or articles recognizing the ambαѕѕadors of the BTS. 

This is considered impolite and disrespectful to both their artist and the artists of others. Not only that, they do not accept the fact that for brands, they are not limited to the number of brand ambαѕѕadors but they look for idols with strong charisma and influence that generate large sales for the brand. 

BTS is fully capable of these requirements, as evidenced by the sale of new product launches, the global effect at the fashion shows they participate in, as well as the record increase in the value of its stock. after BTS became a brand ambαѕѕador. In addition, the luxury brands themselves have revealed that they have to approach and discuss for many months to get the consent of BTS members.

In response to the negative reactions of some BLACKPINK fans, netizens expressed disgust and criticism:

- "it was soo peaceful before" coming from same fandom that camp in popbase quotes for hours to attack artist for being global ambαѕѕador

- blinks drag bts since the first time they were named as ambαѕѕadors, yall even drag girls from groups like twice, njws, aespa etc for being brand ambαѕѕadors too, but still all of you think that their fandom isn't the problem

- hm brands are willing to pay to get HYBE artists

- If BTS didn't emphasize on 7 or none they would have been brand ambαѕѕadors since long time ago. Now that they are doing solo projects they are doing brand deals too and getting deals from all brands. Anyway LV signed them as 7 so they don't need to prove their power to anyone

- Paving the way for the brands? Like are they serious? It’s not even that BIG DEAL I’m proud to say MY BOYS PAVED THE WAY FOR EVERYTHING

- Now they want new brands to get introduced so that other people shouldn't get their favs only job.

- those girls are one ambαѕѕador more... when a bts member entries the brand price goes up and up

- If we'll say soṃệẗḧing, they'll be like "leave bp and blinks alone"

- they even dressed jennie in chanel to get recognized by them, and the brands literally beg for my boys

- Mind you, these are the same people who are screaming "protect minors/NewJeans" on twitter, but at same time, throws all sorts of hate towards NJ and their fandom whenever they achieve soṃệẗḧing.

- they were afraid of their idol job taken by hybe label idols. especially bts. because their idols are not talented in the field of idols other than being a brand ambαѕѕador.

- They'll be using paving the way without knowing it's meaning

- bp paving the way to lazyness instead

- It's actually goofy when people start this whole "Oh, now everyone is a brand ambαѕѕador because of ___"?? Brand ambαѕѕadors are supposed to bring in more sales and promote the brand. Ofc they're gonna bring in nwjns members or bts members. That will have an impact.

- “It’s disgusting to pretend that you’re clean. Please check your shít first” -Agust D

- These fans need to concentrate on bettering their own life and not obsess over their idols so much. The KPop community must unite and stop these pointless fandom wars. Please stop giving the KPOP community a bad name

- Well.. blinks are just giving the same energy, like when there's a new kpop ambαѕѕador where blackpink are in, some comments are "End Jennie, end jisoo, end rosé, and Lisa" like???! LOL BP are already on their minds when the brands are mention, and that's BP impact!

- If GBA who already on that brands did their job properly that is giving large impact as officials expect then brands don't need more GBA ornwon't sign BT5 members. If you don't do your job properly you will be replaced. Common thing. Brand know who can give more money to them

- Aren't those brands were after tannies way before but couldn't get them since they are signed in one brand as one group? Now that they are on individual projects of courae those brands will grab them. Mind u, RM is the only celebrity GA of BV