We can't say what exactly was behind the decision, so we can't fairly judge it as right or wrong. Without a statement, this really is strictly business. Yes it probably is related to the bullying scandals, but they have given no indication on whether they think the allegations are true or false. If they did, there might be something to judge. But for now, all we can conclude is that they are trying to avoid association with these scandals - and who could blame them? It's a shit storm no matter which way you look at it.
do you think its a right decision to drop Soojin and Stray Kidz from their cf deals ??
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whoever says its not that serious in SK , got em
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Part of a CF clause usually include having a “good, clean image” and going against that can cause you to be dropped (and CF fee reimbursed). Even if Hyunjin’s case gets resolved (apologies, settlements, proved-false, etc) he is already labeled as a bully. And what’s unfair is, because of this, the whole group loses the deal.
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Companies need to act fast since the further it goes on it could potentially damage their brand and reputation. They also have to cover the lost cost of the campaigns with these idols.
Also it takes a long time to clear up these scandals even if they are wrong. The public perception doesn’t change overnight. They will be associated with these scandals negatively or positively for a long time. That also means for the brand that is dependent on the reputation of the idol that they also will be associated with a negative scandal (“bullying rumor“). Also the marketing campaigns needs to be changed and due to the reasons mentioned before it takes less damage to stop the brand deal instead of prolonging it further and potentially devaluing the brand
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Honestly these two idols are lucky that they're still in their respective groups considering the unstoppable hate train they're getting so I'm sure it wouldn't hurt them to lose few CFs.
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pretty sure there's a clause in the contract where it says that you cant cause a scandal / ruin the company image while being a brand ambassador. and they are associated with that brand whether the accusations are true or not.
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