Netizens call out SM Entertainment.
On January 11 KST, espa member Karina was announced as the new face of the coffee chain, Pascucci coffee.
With this deal with the brand, Karina became the first celebrity model for the Italian brand. But Korean fans are far from happy with this decision.
Many have objected to Karina supporting the chain due to its problematic ownership in Korea. Although Caffè Pascucci is an Italian brand, its Korean branch is owned and operated by SPC Group. It is a major South Korean food company that owns and operates over 17 retail chains and countless F&B brands. Since 2022, the company has faced a widespread boycott from domestic customers after a series of incidents at their operating sites exposed poor working conditions and lack of safety.
Karina, however, is not the first SM Entertainment artist to be selected for an endorsement deal by an SPC Group brand. Previously, RIIZE he also collaborated with Baskin-Robbins Koreaalso owned and operated by SPC. DESIRE NCT have been selected as models for the Christmas holidays for the representative brand of SPC, Paris Baguettejust last month.
Netizens are enraged that SM Entertainment continues to accept endorsement deals from such a company, ultimately affecting the image of the artists involved.
- “SM must end.”
- “They’re really bad at reading the public’s feelings.”
- “…”
- “SM really doesn’t care about touch. Money is everything to them.”
- “Does MS have any connection with PDS? Why do they continue to collaborate?”
