IVE’s Wonyoung excluded from cola placement due to endorsement conflict.

On the January 19th KST episode of JTBC’s ‘Please Take Care of My Refrigerator,’ viewers noticed that while all other participants had a bottle of Brand A’s cola placed in front of them, Jang Wonyoung was excluded. This subtle detail has sparked discussion, as Jang Wonyoung’s group IVE serves as the official model for Brand B’s cola, a competitor of Brand A.

Product placement controversies are not new in the entertainment industry. Public figures and programs often tread carefully when navigating relationships with competing brands. Here are notable examples:

1. Kang Daniel on ‘Street Man Fighter’:

In 2022, Kang Daniel, hosting Mnet’s ‘Street Man Fighter,’ made a light-hearted comment about Brand A’s sparkling water, saying, “It’s delicious. Just kidding. Half-joking, half-serious.” This caused backlash as Brand B, a competitor, was the program’s sponsor. The comment was deemed inappropriate and sparked significant online criticism.

2. Kim Jong Min on ‘2 days & 1 night’:

During a November 6th, 2022 episode of KBS’s ‘2 Days & 1 Night,’ Kim Jong Min, a spokesperson for a ramen brand, refused to eat a different brand of ramen offered by the production team. While other cast members enjoyed their meals, he humorously refrained and drank water instead, creating a notable moment.

3. BOYNEXTDOOR’s iPhone controversy:

In November 2023, after the conclusion of a promotional deal with Samsung, BOYNEXTDOOR was seen using iPhones at the airport. Photos of the group posing with Apple’s latest model drew criticism for appearing to dismiss their previous endorsement of Samsung’s Galaxy products. The incident sparked online debates under titles like “Liberated from Galaxy sponsorship.”

Product placement (PPL), a common marketing strategy where brands are featured prominently in media, is often seen in dramas, movies, and variety shows. However, these collaborations can become contentious when conflicting endorsements arise. As seen with Jang Wonyoung and others, celebrities and their associated programs must navigate these partnerships carefully to maintain professionalism and avoid public backlash.

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