LE SSERAFIM Suspected To Have Lost Major Brand Deal Following HYBE & ADOR CEO Min Hee Jin Legal Battle

Following the hate train and legal battle between HYBE vs. Min Hee Jin, many suspect LE SSERAFIM lost a major brand deal in South Korea.

On May 30, 2024, a post titled "Goobne Chicken has unfollowed LE SSERAFIM" was uploaded to Nate Pann, a well-known South Korean online community forum. There, the poster pointed out that Goobne Chicken's Instagram does not follow LE SSRAFIM on Instagram.

LE SSERAFIM started working as a models for Goobne Chicken in May 2023. At the time, the brand went viral with LE SSERAFIM fans for their clever marketing tactics. At the time, the brand shared several advertisements with taglines based on the group's popular title tracks.

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"UNFORGIVEN" became "UNFRIED," "ANTIFRAGILE" became "ANTI-FRY," and "FEARLESS" became "OIL-LESS."

From the hate the girls received for their live vocals during their Coachella performances to the legal battle between HYBE Labels and ADOR CEO Min Hee Jin, many believe Goobne Chicken has terminated their collaboration with LE SSERAFIM and will be distancing themselves from the girl group.

Korean netizens note that this might just be the start, with LE SSERAFIM's reputation in the country being in the gutter. Korean netizens are hoping other top girl groups, such as NewJeans, IVE, or aespa become the new faces of the popular fried chicken chain.

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Some comments read,

• "HYBE is hitting rock bottom. This is just the start. What are they going to do now? You HYBE fans who are shielding them by gritting your teeth, just look at how the company is falling now."
• "I hope they pick from NewJeans, aespa, IVE, NMIXX, or BABYMONSTER. I support these groups."
• "LE SSERAFIM are screwed."
• "NewJeans, IVE, and aespa are now the A-listers of the fourth generation. I hope they become even more successful. I hope talented groups like NMIXX, STAYC, BABYMONSTERm, and Kiss of Life hit daebak too!"
• "HYBE, this is just the start."

However, international fans are questioning if their contract was terminated, or if it expired. One-year contracts for advertisers are industry standard. Additionally, many could not verify whether Goobne Chicken followed LE SSERAFIM to begin with.

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Korean netizens pointed out, however, that Goobe Chicken's previous models Cha Eunwoo and Park Bo Young worked with the brand for two years, from 2018 to 2020. People believe that LE SSERAFIM's tarnished reputation could have ruined their chances of a potential contract renewal.

What do you think of the situation? Tell us in the comments below!

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Written by Alexa Lopez