BTS’ Suga returns as Samsung model

BTS

’s Suga has made a surprising comeback as a

model

for Samsung Electronics, putting to rest concerns about his future with the brand following recent controversies. The rapper's reappearance was marked by a fresh series of advertisements for Samsung’s ‘Freestyle 2nd Gen projector’, which were shared widely on August 31 through Samsung Electronics Paraguay’s official social media platforms.

This renewed partnership arrives at a vital moment, following a period of uncertainty and speculation about Suga’s status with the company. The apprehension began to take shape in mid-August when Samsung's social media channels, particularly in Germany, removed images of Suga. This decision came shortly after news of the rapper's DUI incident broke. Samsung Electronics Germany briefly deleted promotional photos featuring Suga endorsing the Galaxy S24 Ultra on August 24, and Samsung Deutschland followed suit by removing his pictures from social media, which were posted on August 15. These moves ignited discussions about whether Samsung might sever its ties with Suga, leading to calls from some fans for a boycott of the brand.
Adding to the uncertainty, a report from Korea Herald on August 28 quoted an insider from Samsung who suggested that “Regardless of their fandom, there are risks in having an ambassador that has caused

controversy

. There is a need to carefully consider their partnership.". The insider highlighted the challenges brands face when dealing with ambassadors embroiled in controversies, emphasizing the need for careful deliberation.
Despite the ongoing investigation into Suga’s legal issues, the new advertising campaign by Samsung Paraguay indicates that the brand has resolved its internal debates and reaffirmed its commitment to the BTS member. This development reflects a potential resolution of the conflicts that had cast doubt on Suga’s future with Samsung, demonstrating the brand’s willingness to move forward with its existing promotional strategies.