Samsung’s marketing collaboration with K-pop stars has come under scrutiny once again, with South Korean boy group BoyNextDoor stirring controversy for flaunting Apple products shortly after their promotional contract ended.
The act, managed by KOZ Entertainment under HYBE, was recently spotted at the airport, flaunting their iPhones and AirPods Max, just days after their agreement with Samsung expired. Fans and industry insiders were quick to react online, with some criticizing the group for their apparent lack of tact.
“They were using Galaxy phones while getting sponsorship deals, but the moment the contract ended, they switched to iPhones and even showed them off to fans,” one user posted. While a few defended the group with comments like “What’s the big deal?” and “What they buy with their money is none of our business,” most responses were negative. “
It’s disrespectful,” read one comment. “They didn’t need to flaunt it,” another added. A more frustrated fan remarked, “Sure, they can switch phones, but bragging about it feels like a slap in the face to their sponsor.” Another chimed in, “They should never get sponsorships again.”
Samsung is reportedly displeased with the situation. The tech giant had gone out of its way to support the group, even sending a coffee truck with a banner that read, “Galaxy will continue cheering for BoyNextDoor’s future, as bright as the stars.”
Industry insiders are raising concerns about Samsung’s celebrity partnerships backfiring. “This is becoming a pattern,” noted one source. “Celebrities promote Galaxy phones while under contract, but the moment the deal ends, they switch to iPhones.
It’s making Samsung’s efforts look wasted.” Similar criticism arose when members of BLACKPINK, who were once Galaxy ambassadors, were spotted switching to iPhones after their contract ended, further fueling Samsung’s frustration.
“Smartphone marketing through celebrities might not be as effective as it seems,” an industry expert commented. “It might be better to work with celebrities who genuinely love Galaxy products—it’s more authentic and resonates better with consumers.”
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