The K-Pop scene has been on fire lately, especially with the rise of fourth-generation girl groups. These groups are taking the world by storm, and fans are going wild for them. But there’s a hot topic that’s been debated by netizens and academics alike: the young idols who are representing designer brands and their influence on young children.
It’s no secret that many K-Pop fans are only children or teenagers themselves. And with so many young idols being appointed as ambassadors for luxury brands, netizens are starting to worry. They’re concerned about the effect these idols will have on their young fans, who may be influenced to buy expensive designer goods that they can’t afford.
In particular, netizens have pointed to female idols like Jang Wonyoung from IVE, the members of aespa, and the members of NewJeans. NewJeans’ Minji represents Chanel, while Danielle is an ambassador for Burberry. Aespa are ambassadors for Givenchy. But it’s not just the brands that are causing concern – it’s the fact that so many young idols are being appointed as ambassadors in the first place.
The topic has been hot on Korean forums, with one post in particular gaining a lot of attention. The post featured the members of NewJeans wearing designer goods of the brands they represent. Some netizens agreed that the problem was with the companies themselves, while others wished that younger idols didn’t represent designer brands at all. They argued that idols are role models to children and that what they wear or own will influence their fans.
“I just wish teens aren’t appointed as ambassadors,” one netizen wrote. “Children follow celebrities so that when celebrities started using iPhones, (the children) started asking for iPhones.” Another netizen added, “It’s unhealthy for minors to be models for luxury items.”
The concerns of netizens have also been shared by Korean media outlets. It’s been reported that the “luxury culture” has become more common, with more teenagers purchasing and sharing videos of unboxing designer goods. Professor Lee Eun Hee, a consumer science expert at Inha University, explained why this is so worrying. While some people may not be influenced by idols, the constant promotion of young stars and designer brands will undoubtedly influence others.
“In the case of elementary students, it isn’t like they are making money, but if they are exposed to spending a lot of money while young, there is a heightened chance that when they grow up, they will have bad spending habits,” she said. “Even if in the media teens are shown buying expensive designer goods, it is important that, when needed, we show a frugal attitude. In the case someone, while young, has a need to show off or has a spending habit that exceeds their financial situation, there is a chance that later on they will have issues regarding their consumer habits.”
There’s no denying that K-Pop idols are some of the biggest influencers in the world. And while it’s great to see young stars succeed, it’s important to remember that they have a responsibility to their fans – especially when it comes to the products they endorse. With netizens and academics alike raising concerns about the influence of young idols on their fans, it’s clear that this is a topic that isn’t going away anytime soon.
