In the wake of BTS member Suga’s recent DUI (driving under the influence) controversy, reports have emerged indicating that Samsung Electronics may be reluctant to renew their brand ambassador contract with the artist.

On August 28, an insider familiar with Samsung Electronics’ internal discussions revealed, “Regardless of the fandom’s size, there are significant risks in maintaining a figure embroiled in social controversy as a brand ambassador. A careful review is necessary.” The source further stated, “However, this doesn’t mean Suga will be immediately removed from advertisements. The contract is with BTS as a whole, which complicates immediate actions unless Suga leaves the group. It’s a situation that requires ongoing observation.”

Samsung Electronics has yet to make an official statement regarding the matter.

The controversy follows the decision by Samsung Germany to delete promotional photos of Suga holding the Galaxy S24 Ultra from their official X (formerly Twitter) account on August 17. The images were initially posted on August 15-16 but were taken down after debates within the ARMY fandom about the appropriateness of Suga continuing to appear in advertisements following the DUI incident.

The partnership between Samsung and BTS began in February 2020, with the group serving as global ambassadors for Samsung smartphones. The collaboration included the release of BTS-themed Galaxy S20+ and Galaxy Buds+ editions. In August 2022, BTS and Samsung launched a collaboration video on the iconic Times Square screen in New York, promoting the Galaxy Z Flip 4. Suga even made a surprise appearance at Samsung’s Galaxy Unpacked event in Seoul last year.

As a brand ambassador, Suga has expressed strong support for Samsung products. During his solo world tour concert in the U.S. in April 2023, he famously declared, “Only Galaxy, no iPhones,” garnering significant attention. He also stated that he would exclusively use Galaxy phones for selfies with fans.

The partnership between Samsung and BTS has been a key part of Samsung’s strategy to target Millennial and Gen Z consumers, leveraging BTS’s global recognition

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