Lotte Chilsung's recent announcement appointing the widely adored aespa member, Karina, as the ambassador for their upcoming beer 'KRUSH' has ignited a storm of discussions around the use of young idols in alcohol advertisements.
At 23 years old, Karina's selection for this role has reignited a longstanding debate about the ethical and societal implications of employing influential young figures in the promotion of alcoholic beverages.
Lotte Chilsung's Bold Move On aespa Karina’s Appointment Sparks Debate on Underage Drinking Influence
The decision by Lotte Chilsung has veered away from industry norms, prompting discussions regarding the potential influence on underage drinking.
While current legislation permits individuals aged 19 and above to feature in alcohol ads, the sensitivity surrounding this issue has prompted a closer examination of the ethical considerations.
This move by Lotte Chilsung stands in contrast to the cautious approach taken by other beverage giants like OB Beer and Hite Jinro, who tend to avoid using idols under the age of 24 or those with substantial teenage followings in their alcohol advertising campaigns.
You can watch aespa Karina’s advertisement here:
The ongoing debate mirrors past controversies, notably recalling the 'IU Law' discussions from 2015, when IU, then 22, became the face of Chamisul Soju, sparking legislative considerations to raise the minimum age for alcohol ad appearances to 24.
While the industry is divided, some companies have voluntarily imposed stricter guidelines, opting for models over 24 in alcohol advertisements to mitigate potential influences on younger demographics.
Representatives from OB Beer and Hite Jinro emphasized their commitment to responsible advertising, refraining from employing idols popular among teenagers to prevent any inadvertent encouragement of underage drinking.
They also highlighted global guidelines restricting alcohol advertisement models to individuals aged 25 and above.
Lotte Chilsung Defends aespa Karina Choice for MZ Appeal, K-Netz Divided
In contrast, Lotte Chilsung defended their choice, citing a deliberate strategy aimed at targeting the MZ generation and young adults. They emphasized Karina's appeal to these demographics, emphasizing her vibrant image and connection with youth culture.
While the legality isn't in question, Korean netizens express mixed opinions, with some supporting Karina's suitability based on her age and others concerned about her influence on younger fans.
These are some comments from various social media platforms:
- "Karina doesn't give off a very young image so it should be fine."
- "This would be an issue if the idol just became of legal age but she's 23. Are they joking? This doesn't even have legal issues."
- "I think this issue will keep arising every time a new female idol is chosen as a model for an alcoholic beverage."
- "What's the issue? She's well above the legal age to drink."
- "I don't think this matters unless the model is under the legal age to drink."
- "It should be fine since she's an adult...there are so many things on YouTube and broadcast programs with people drinking and more. Karina is already 23."
- "Why are they making issue with this if it's not even illegal?"
- "This is such nonsense."
The controversy continues to brew as industry stakeholders, lawmakers, and the public grapple with the delicate balance between advertising freedoms, societal responsibility, and the protection of impressionable audiences.
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KpopStarz own this article.
Madison Cullen wrote this.
