If you're like me, you've had multiple exposures to the amazing South Korean boyband BTS - from their memorable MTV VMA's performance, NPR Tiny Desk Concert, to Fila, Hyundai and Samsung commercials. I've really enjoyed watching this group's rise to fame and have their music stuck in my head constantly! Brands have done an amazing job of partnering with and capitalizing on BTS' success.
Unfortunately, what comes with fame is the need to be careful as a celebrity or brand when speaking about politics, especially when it comes to international affairs. An example of this is when BTS made a faux pas at a recent event while accepting an award. According to the New York Times, the leader of BTS mentioned the shared suffering of Americans and Koreans commemorating the Korean War. Internet users in China allegedly took offense to this statement because they believe that Chinese sacrifices should also be mentioned.
One fan commented on Weibo, "They [BTS] should not make any money from China. If you want to make money from Chinese fans, you have to consider Chinese feelings." Other users accused BTS of trying to play up to US audiences.
This incident has become all too familiar: brands and celebrities not being sensitive or culturally aware when engaging with countries like China. Promptly after the statements and corresponding anger from China, Samsung promptly removed their promotions with BTS from their websites. Fila also scrubbed all of their associations with BTS, a partnership that has existed for the boyband since 2019. According to South Korean news outlets, Hyundai Motor Group had also removed any references to their BTS relationship.
BTS is not the only group that has unintentionally caused upset in China. For example, NBA came under hot water for posting support on Twitter Hong Kong anti-government protests. Separately, Dolce & Gabbana came under intense criticism for releasing creative which had racist and offensive Chinese stereotypes. These are just few of many examples of brands making mistakes when communicating in regards to China.
What do you think about the backlash BTS is facing? Is it fair for brands such as Samsung and Fila to distance themselves? How can brands avoid similar backlash as they try to appeal to China?
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