Introduction

In an unexpected turn of events, Baskin Robbins Korea has issued a formal apology concerning its latest ice cream flavor, “Lucky Vicky,” which has sparked significant backlash online. The name was originally coined by Wonyoung, the popular member of K-pop group IVE, and was used as a term of positivity on a fan communication platform.

Product Launch and Backlash

The 'Lucky Vicky Mochi,' designed to resemble a four-leaf clover, was launched on November 8, KST, just ahead of South Korea's College Scholastic Ability Test (CSAT), aiming to encourage students during their study period. However, it didn’t take long for fans to voice their discontent regarding Baskin Robbins’ appropriation of Wonyoung’s phrase without her consent, especially given that she is not affiliated with the brand.

Fans' Reaction

Fans were swift to highlight that Baskin Robbins did not seek any permission or approval from Wonyoung, who first introduced the term by blending “Lucky” with her English name, “Vicky,” to express her hopeful outlook on life. As criticism mounted, it became evident that the company misstepped in their marketing strategy.

Official Apology

Responding to the uproar, Baskin Robbins released a public statement on November 11, KST, admitting their oversight: “We did not carefully consider the need for prior consultation with the artist involved during the planning process. We will strengthen review procedures to prevent a recurrence of similar issues.”

Conclusion

In a decisive move, the ice cream giant halted sales of the “Lucky Vicky” product a day after its launch, amidst escalating backlash. This incident serves as a reminder for companies to be mindful of the cultural sensitivity and originality of ideas, especially in the K-pop industry, where artists have a significant following and their expressions are deeply respected. With K-pop idols influencing consumer behavior dramatically, brands must ensure that they engage respectfully and ethically with artists, especially when tapping into their creative expressions. Fans of Wonyoung and IVE are left wondering if this incident will encourage better practices in the industry or if companies will continue to overlook the importance of artist collaboration.