K-pop idols are shilling for the Galaxy — then switching to iPhones when their contracts end

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K-pop idols are shilling for the Galaxy — then switching to iPhones when their contracts end

Published: 16 Oct. 2024, 16:54 Updated: 16 Oct. 2024, 18:10

JIN EUN-SOO
jin.eunsoo@joongang.co.kr

K-pop group BoyNextDoor takes a selfie with an iPhone at Incheon International Airport on Oct. 11. [SCREEN CAPTURE]

Loyalty doesn't seem to be an issue for K-pop idols when it comes to the brand of their smartphones.

A slew of K-pop artists who have worked with Samsung Electronics' Galaxy brand have been spotted using Apple's iPhones right after terminating their contracts with the company.

All six members of K-pop boy band BoyNextDoor were spotted showing off their new iPhones at Incheon International Airport on Oct. 11. Some of them were wearing Apple's AirPods Max headphones.

One of the members took out the new iPhone to take selfies with the members in front of the media.

BoyNextDoor had an endorsement deal with Samsung's Galaxy, having participated in the launch party for the Galaxy S23 FE in December 2023, following a Vogue photo shoot with the Galaxy Flip 5.

Samsung had shown appreciation for the group by sending them a coffee truck with a sign reading “Galaxy supports BoyNextDoor's future that will shine bright like stars of the night sky.”

Such immediate ditching of Galaxy smartphones once there is no business involved has happened among K-pop celebrities in the past as well.

Jang Won-young of K-pop girl group IVE was mired in controversy last year when she was speculated to have uploaded a photo of her participating in Samsung's Galaxy Unpacked to Instagram with an iPhone by including an emoticon in the post that is only available on iPhones.

Girl group Blackpink had worked as a model for Galaxy A80 model in 2019, but its members Jisoo, Jennie and Rose were spotted using iPhones less than one year after their terms with Samsung Electronics ended.

iPhones are strongly associated with image of being trendy and young among Koreans, something Samsung's Galaxy is trying hard to obtain. Despite Korea being the home turf of Samsung's Galaxy, more than 60 percent of people in their 20s were found using iPhones, according to a Gallup survey Korea published in July.

BY JIN EUN-SOO [jin.eunsoo@joongang.co.kr]