Despite being a leading sportswear brand, Adidas is currently receiving backlash from Korean netizens due to their recent partnership with K-Pop girl group QWER. A promotional video featuring the group promoting Adidas products has sparked controversy, resulting in calls for a boycott.
The source of the dispute arises from statements made by Siyeon, a member of the QWER group, during a broadcast, in which she shared her traditional beliefs about marriage and childbirth. Siyeon firmly stated, “The purpose of human existence is to procreate. It is our responsibility to continue the cycle of reproduction,”while also highlighting marriage as a means of fulfilling this responsibility. These remarks sparked a reaction in Korea, a nation facing challenges with decreasing birth rates and changing opinions on gender roles.
The promotional video, which was posted on QWER’s social media, generated significant buzz on the popular Korean forum TheQoo. Within a short period of time, the post received over 37,500 views and 370 comments. Many of the comments expressed disappointment with Adidas’ selection of collaborator, with some even declaring their intention to boycott the brand. Others questioned Adidas’ stance on women’s rights.
Despite this, opposing opinions arose, condemning the negative and aggressive comments towards QWER online, and proposing that the situation is exaggerated.
Despite its previous success, Adidas is currently facing a delicate situation. The negative response serves as a reminder of the difficulties that brands encounter when selecting celebrity collaborations and navigating cultural sensitivities and public perception. As a result, the company must thoughtfully assess the potential impact of this event on its future marketing tactics in Korea.
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