Fans are criticizing SM Entertainment for its continued partnership with SPC Group, a South Korean food company owning and operating over 17 chain shops and numerous food product brands. The group has faced a boycott by Korean consumers since 2022, after a series of factory accidents at SPC operated sites and the subsequent exposure of the poor conditions surrounding factory safety. 

On January 11 KST, media outlets reported that aespa member Karina has been selected as the new face of the coffeehouse chain Caffè Pascucci, whose Korean branch is owned and operated by SPC Group. 

This isn't the first time that an SM Entertainment artist accepted an endorsement deal with an SPC Group brand. During their debut days, RIIZE marketed a collaboration with Baskin-Robbins Korea, also owned and operated by SPC Group. Additionally, just last month, NCT WISH promoted as holiday season models for one of SPC's representative brands, Paris Baguette. 

In response to the news of yet another partnership between SPC and SM, fans reacted with comments like, 

"This company doesn't care the least bit what their fans think."

"SPC trying so hard to cleanse its image but it's not gonna work!"

"Karina for Pascucci? Okay boycotting."

"So Karina, RIIZE, and NCT WISH endorse unsafe working conditions for factory workers?"

"If it's just once or even twice, it might go unnoticed, but if the company insists on being this friendly with SPC, it's going to reflect negatively on the artists."

"SM has absolutely no respect for its fans."

"SPC go to hell. You can pay any idol to endorse your stuff but I'm not budging."

"In my opinion, this doesn't really have anything to do with the idols. Just boycott SPC brands and complain to SM for its bad decisions."

"If you're a fan of these idols, don't get involved and just boycott the brands. If you try to defend the idols in any way, that's going to bite the idols back later on."

"It's infuriating that so many people still consume these brands."

"There are definitely some connections between the higher-ups. SM going out of its way to clean up SPC's image."

Meanwhile, SPC Group brands include: Paris Baguette, Dunkin' Donuts Korea, Baskin-Robbins Korea, SPC Samlip (Samlip Hopang, Hotteok, & more), Shake Shack Korea, Caffè Pascucci, Jamba Juice Korea, Cafe Snow, Chobani Korea, Nune Ddine, and more. 

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