Following the sexualization of the girl group by users of the video game PUBG, ADOR and Krafton have issued a statement regarding their collaboration with NewJeans.
Unfortunately, NewJeans has fallen victim to sexual objectification by certain malicious individuals after their collaboration with the survival shooting game PUBG and the girl group.
PUBG made it onto Korean TV re: their latest New Jeans Kpop collab skins.Basically fans fetishize the girls (a minor) in sexual costumes.But this all happens while KRAFTON is being investigated by the FTC, grilled for misleading lootboxes, and CEO buys a new $9.3B property. pic.twitter.com/5PhzscUI88
— PlayerIGN (@PlayerIGN) June 21, 2024
A joint statement was released on June 20, 2024 by Krafton, the company responsible for PUBG, and ADOR, the agency representing NewJeans. The statement addressed an ongoing issue of certain users creating and sharing inappropriate posts featuring NewJeans characters.
They stressed that the behavior was not in line with the brand image and values of both parties and was offensive to all fans.
In light of this, ADOR and Krafton emphasized their commitment to taking measures against users who persist in exploiting PUBG’s partnership with NewJeans. Their goal is to promote a positive atmosphere within the game.
“In the near future, we will be taking necessary measures to address any items that do not align with the purpose of our collaboration. Our goal is to promote a safe and positive gaming environment for all users. It is important for all users to abide by PUBG’s community guidelines, which strictly prohibit the sharing of inappropriate content. Any violations of these guidelines may result in consequences.”
PUBG announces collaboration with NewJeans. pic.twitter.com/MYCBArjEEm
— Kpop Charts (@kchartsmaster) May 31, 2024
In addition, they emphasized, “We are committed to addressing any inappropriate content and taking appropriate action. Any posts deemed problematic will be removed and the individuals responsible may face limitations on their participation within the community.”
Additionally, they urged for the support of fans and requested that any harmful material be promptly reported. They emphasized the importance of maintaining a positive and wholesome community environment, and stated, “In order to uphold this, we kindly ask for your cooperation in reporting any unsuitable content.”
Both parties agreed that they had not foreseen the possibility of users misusing the in-game content. They had designed the costumes in accordance with the game’s age rating (15+) and had previously agreed that they would not surpass the level of idol stage outfits. However, they had not fully anticipated that some users might misuse the existing in-game content, thus undermining the original intent of the collaboration.
The main objective of the group remains the protection of NewJeans and the preservation of a supportive community. They emphasized that both ADOR, which values the safeguarding of artists and fandoms, and Krafton, which strives to offer inventive and pleasurable gaming experiences through its content, share a mutual goal of prioritizing artist protection and promoting a positive and wholesome community culture. The group has consistently placed a high emphasis on protecting artists throughout their collaborations.
The complete joint statement from Krafton and ADOR is provided below.
“To PUBG and NewJeans fans,
First, we would like to thank you for your enthusiastic support and interest in the PUBG and NewJeans collaboration. We are delighted to provide an opportunity for both brands to connect more closely with their fans through this collaboration.
However, recently, some users have been creating and sharing inappropriate posts using NewJeans characters. This behavior does not align with the brand image and values of both parties and is offensive to all fans.
In response, Krafton and ADOR state the following:
In-Game Measures Regarding NewJeans Character Items: We will take appropriate action soon concerning items that do not match the collaboration’s intent. This will help create a healthier environment in the game and ensure all users can enjoy the game safely. Detailed information about these measures will be provided shortly.
Adherence to Community Guidelines: All users must follow PUBG’s community guidelines, which prohibit the posting of inappropriate content. Violations may result in sanctions.
Response Plan: Krafton and ADOR take this situation seriously and will actively respond to inappropriate content. Problematic posts will be deleted, and the responsible users may face restrictions on their community activities.
Request for Fan Cooperation: To maintain a healthy and positive community culture, we need your cooperation. Please report any inappropriate content immediately.
The collaboration aimed to combine the strengths of both parties to present new content and provide fans with unique enjoyment. The costumes were designed based on the game’s age rating (15+), ensuring they did not exceed the level of idol stage outfits, as agreed beforehand.
However, we did not fully anticipate the possibility of some users misusing existing in-game content, potentially undermining the collaboration’s intent.
ADOR, which prioritizes the protection of artists and respect for fandoms, and Krafton, which aims to provide innovative and enjoyable experiences to users through game content, share a common goal of prioritizing the protection of artists and fostering a healthy and positive community culture. We have always prioritized the protection of artists during collaborations.
We value the community we build together with our fans. We sincerely apologize for this situation and will strive to prevent any disappointment by ensuring thorough preparation and review in the future.”
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