Many netizens are surprised after Korean media reported that Jungkook (BTS) used to hold the position of director of the clothing company founded by his brother.
BTS’s Jungkook is famous as the “sold-out fairy” of Kpop. Thanks to his influence, as soon as Jungkook introduces or uses any item, it will immediately be “sold out” because of high demand. In addition, the youngest member of BTS is also artistic and talented. That’s why many people think that if the male idol starts doing business by launching his own fashion brand, it will be very popular.
However, what many people do not expect is that Jungkook used to be the director of a fashion company founded by his brother. However, there were negative controversies that caused the male idol to reportedly step down from this position.
On September 27, Jungkook is reported by Biz Hankook to have resigned as an internal director of Six6uys – the clothing company founded by his brother Jeon Junghyun. According to the published information and the company’s profile, Jeon Junghyun founded Six6guys in May 2021. The company’s business purpose is to manufacture clothing and fashion accessories.
At the beginning of September, Six6guys launched Graffiti On Mind – a streetwear brand that aims to show off the rebellious style with artistic values of each item. This brand has youthful and refreshing designs featuring a logo with iconic diagonal lines.
According to Biz Hankook, Graffiti On Mind’s Instagram account was opened on August 31, which is right around Jungkook‘s birthday – September 1. Also in the live broadcast to celebrate his birthday, Jungkook appeared wearing a t-shirt of this brand (which costs 119,000 won).
Then on September 10, Jungkook posted a selca on social media of him wearing a purple sweatshirt from Graffiti On Mind. Fans quickly found out about this brand and ordered the same items as worn by the male idol. However, many people did not know this is actually the brand of Jungkook’s family.
Since last year, Korea has had a wave of boycotting the acts of “disguised advertising” (뒷광고) of influencers on social networks. This boycott of disguised advertising activities stems from the controversy of Korean YouTubers who specialize in Mukbang filming say they buy their own food, but they are all sponsored and advertised. Since then, celebs in other fields in Korea, when advertising anything, must clearly state “this is a sponsored product”, “with advertisement” to avoid controversy.
That’s why when it was discovered that Jungkook, who did not reveal himself as the director of his brother’s company or did not mention that the clothes he wore were from the family company, Korean netizens confirmed that the male idol was ‘advertising in disguise’. Controversy since then also broke out when Jungkook is said to both want to advertise for his family’s company but also not be clear about it when posting on social networks.
Finally, according to Biz Hankook, Jungkook resigned as the internal director of Six6guys on September 14. This news site has contacted HYBE about the incident, but BTS‘s management company has not responded. This news site believes that Jungkook‘s resignation is because the male idol felt pressured and burdened when netizens criticized him for “disguised advertising” for his family brand without being able to publicize himself as the director at the company.
The posted information has caused netizens to split into two opposing opinions. There are people who oppose this action of Jungkook and think that he should not be “disguised advertising” like that and should have announced it as his brother’s trademark from the beginning.
Meanwhile, others said that it is very difficult for Jungkook to announce himself behind this brand for fear of leading to controversy. On the other hand, before that, Jungkook has also promoted many times, completely free of charge for other brands and small businesses, not just intentionally promoting for his family.