The controversy surrounding the preferential treatment toward celebrities after Bruno Mars' concert in Korea caused an uproar online, resulting in Hyundai Card Vice Chairman Jung Tae Young offering an apology. The Hyundai Card vice chairman apologized, stating, "We will pay closer attention to these matters."

Although it was not an unprecedented occurrence for celebrities to receive invitations to concerts in Korea and attend them, this incident garnered more attention than usual. 

In previous performances by Coldplay and Harry Styles, invited celebrities were spotted in the standing area, and there was little controversy regarding preferential treatment since the seating arrangement was considerably distant from the stage. 

However, the recent controversy intensified because numerous famous individuals were seated in and around the highly coveted front row, which led to eyewitness accounts flooding social media and online communities with speculation of celebrities receiving special treatment.

Simultaneously, various complaints arose among ordinary individuals who had managed to secure tickets through intense competition, having obstructed views, and dealing with excessive ticket scalping. These normal individuals complained that they were unable to see the stage, let alone Bruno Mars, despite paying high prices for their tickets. Many argued that the excessive use of celebrity invitations deprived regular attendees of the opportunity to reserve good seats.

However, from Hyundai Card's perspective, different membership levels offer benefits such as invitations or ticket reservations, and it is natural for these benefits to be concentrated on VVIP celebrities and celebrities. It is also reasonable to assert that organizers have the right to invite whomever they wish in a capitalist society.

OSEN's investigation confirmed that some celebrities, such as actress Song Hye Kyo, had indeed purchased their own tickets. In contrast, others received invitations and were able to enjoy the comfort of the front row. 

As the Korean Wave and K-POP have become keywords associated with Korea, the status and value of celebrities have skyrocketed. These celebrities have been serving as public relations ambassadors for government agencies and luxury brands.

However, with the increase in popularity of these Korean celebrities, there have been voices of dissatisfaction as individuals feel celebrities are receiving too much special treatment.