aespa At Serious Risk Of Losing Brand Deals Due To High Number Of Controversies
aespa’s position in the advertising industry is seemingly weakening as controversies surrounding its members continue to pile up.
A recent article by Korean media outlet News Worker has claimed that aespa is “hanging on” to their deals as the group’s public image continues to take hit after hit.
aespa’s situation is challenging.
— News Worker
While aespa has worked with major brands like KB Kookmin Bank, Nongshim, and Eider, the advertising world is extremely sensitive to public perception. Each controversy — whether linked to politics, diplomacy, or rumors — adds risk for companies that want stable, positive brand associations.
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
The controversies mentioned include Karina’s “right wing” accusations during elections in the summer…
aespa’s Karina Deletes Instagram Post After Sparking Huge Unexpected Controversy
Ningning’s “nuclear mushroom cloud lamp” that sparked an anti-aespa petition in Japan…
aespa’s Ningning Triggers Mixed Reactions With Controversial Object In Her Room
and the explosive dating rumors between Winter and BTS’s Jungkook that blew up this month.
New Viral “Proof” Of BTS’s Jungkook And aespa’s Winter Dating Spark Major Reactions
Meanwhile, News Worker names IVE as the group that could take advantage of aespa’s fall-off.
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
The group’s future in advertising may depend on whether they can recover public trust and stabilize their image before next year’s campaigns.
