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K-pop idols are branding gold, turning fashion and tech into billion-dollar industries. But one scandal, controversy, or political misstep can make brands drop them overnight. In this deep dive, we explore how idols like BTS, BLACKPINK’s Lisa, (G)I-DLE’s Soojin, and Stray Kids’ Hyunjin built massive brand deals—only to face backlash that cost them everything. From luxury endorsements (Celine, Burberry, Samsung) to AI-generated idols (MAVE:), the future of K-pop branding is changing fast. Are real idols too risky for brands?
💬 Do you think brands will move away from K-pop endorsements? Or is AI the future of marketing? Drop your thoughts below!
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