BTS’s Suga’s Samsung partnership under review following DUI controversy

Following a DUI incident, Samsung evaluates its brand ambassador contract with BTS, particularly focusing on Suga.

On August 29, 2024, The Korea Herald reported that Samsung Electronics is reevaluating its partnership with BTS member Suga following his recent involvement in a DUI scooter incident.

The tech giant is considering whether to maintain its association with the popular rapper-songwriter, weighing the potential risks of endorsing a figure embroiled in a public scandal.

While the company has not made any immediate decisions, Samsung is reportedly taking a cautious approach. 

The current brand ambassador contract was signed with BTS as a group, meaning that Suga cannot be withdrawn from their campaigns as long as he remains part of the band. 

The company plans to closely monitor the situation before reaching a final decision.

Samsung and BTS have had a successful partnership since February 2020, with the group playing a significant role in promoting Samsung’s smartphone line. 

This collaboration led to the release of BTS-themed Galaxy S20+ and Galaxy Buds+ editions. 

In 2022, BTS helped boost Samsung’s global presence through innovative digital campaigns, including special films featuring the group at famous landmarks like Times Square and COEX.

Suga has been a prominent ambassador for Samsung, showcasing his preference for the brand during his 2023 solo world tour. 

He famously declared, “No iPhone, only Galaxy,” and engaged with fans using Samsung devices, further solidifying his loyalty to the brand. 

His involvement in reimagining Samsung’s iconic "Over the Horizon" ringtone also highlights his close association with the company.

Despite the ongoing controversy, Samsung is proceeding cautiously, choosing not to pull Suga from their advertisements at this time. 

The brand remains committed to its partnership with BTS but will continue to assess the situation carefully.