This photo combination shows members of the K-pop group BOYNEXTDOOR taking selfies with iPhones and displaying their iPhones at Incheon International Airport on October 11th. Online community screenshot
BOYNEXTDOOR joins list of K-Pop idols switching to iPhone
Park Jae Hyuk
K-pop group BOYNEXTDOOR recently intensified the debate over whether Samsung’s long history of collaborating with celebrities has been successful in promoting its Galaxy smartphones and competing with Apple’s iPhone.
The K-pop boy band, previously sponsored by Samsung Electronics, was spotted taking selfies with all six members at Incheon International Airport on October 11th on iPhone 16s, some of them wearing Apple AirPods Max. It has been embroiled in controversy as some people have been wearing it. headphones.
Last December, the Korean company invited BOYNEXTDOOR and its fans to the launch ceremony of the Galaxy S23 FE smartphone. A month later, he posed for a photo with the members in Vogue magazine to promote the foldable smartphone Galaxy Z Flip 5.
In April, the tech giant sent a coffee truck to support the boy band as the idols pre-recorded a performance for a music show.
Samsung C&T’s fashion division also collaborated with BOYNEXTDOOR to promote streetwear.
Galaxy S23 FE launch party ad by Samsung Electronics’ BOYNEXTDOOR / Provided by Samsung Electronics
A Samsung Electronics official said, “BOYNEXTDOOR (members) are not Galaxy ambassadors who are obligated to use our smartphones based on long-term contracts.”
Earlier this year, Pokimane, a Canadian Moroccan online streamer, was criticized for using an iPhone while live streaming on his channel after participating in the “Galaxy S24 Unpacked” event promoting the features of Samsung’s new smartphone. It was controversial.
Samsung Electronics explained at the time that it continued to use multiple mobile phones to evaluate their performance.
IVE’s Jang Won-young used an iPhone to share a selfie with Sydney Sweeney during the Galaxy Unpacked event in July last year, which was then uploaded to the American actress’ Instagram.
In this July 2023 photo, IVE’s Jang Won-young displays a Samsung Galaxy smartphone during the Galaxy Unpacked event held at COEX in Seoul. Newsis
BLACKPINK member and Lovelyz’s Lee Mi-joo are also among the K-pop idols who switched to iPhone after collaborating with Samsung.
Additionally, BTS members V and Jungkook began uploading selfies taken with their iPhones after their contracts with Samsung ended.
Suga, also a member of BTS, was invited to last year’s Galaxy Unpacked event and was appointed as an honorary employee of Samsung’s marketing team, but in August he received attention for driving an electric scooter under the influence of alcohol. I was collecting. Suga continues to serve as a public relations model for Samsung overseas.
Among Galaxy’s ambassadors, soccer player Son Heung-min continues to use a Samsung smartphone and refused to use an iPhone when asked to take a photo with a fan.
A Galaxy smartphone user said, “Samsung should have prioritized upgrading the Galaxy’s features with the money they spent on celebrity sponsorship.”
Some Samsung employees are also unhappy with the company’s reliance on Star.
Amid the controversy, Samsung released a teaser for the Galaxy Z Flip 6 Special Edition on Thursday. This edition will be announced next Monday and will go on sale next Friday.
It remains to be seen whether Samsung will work with celebrities again to promote its new smartphones, considering that the company denied rumors that it would reconsider its celebrity marketing strategy.
