Karina's New Role as Caffè Pascucci Face

In a surprising turn of events, Karina, the captivating member of the K-pop group aespa, has been announced as the new face of the renowned coffeehouse chain, Caffè Pascucci, as of January 11, KST. This marks a significant milestone as Karina becomes the first celebrity model for the prestigious Italian brand. However, the announcement has sparked widespread backlash from her devoted fanbase in South Korea.

Controversy Surrounding SPC Group

The primary contention stems from the chain's ownership structure—while Caffè Pascucci is based in Italy, its Korean operations are conducted by SPC Group, a prominent South Korean food conglomerate. This company has been under intense scrutiny since 2022, following a series of incidents that revealed alarming working conditions and safety failures within its facilities. The fallout has led to a considerable boycott from customers who oppose these practices.

Fan Backlash and Concerns

Fans and netizens alike are expressing their outrage over Karina's association with a brand linked to such a controversial parent company. They fear that this deal might tarnish her image and that of aespa as a whole. Interestingly, Karina is not the first SM Entertainment artist to sign on with an SPC Group brand. In fact, the boy group RIIZE previously collaborated with Baskin-Robbins Korea, also owned by SPC, while NCT WISH was recently chosen as holiday season models for Paris Baguette, another SPC brand.

SM Entertainment's Partnerships Under Scrutiny

The ongoing criticism raises an important question: Why does SM Entertainment continue to forge partnerships with companies facing public backlash? Fans insist that their idols deserve endorsements that align with ethical business practices, reflecting a commitment to social responsibility.

Future Reactions and the K-pop Industry Debate

As tensions mount, it remains to be seen whether Karina and aespa will address these concerns directly. For now, the debate over celebrity endorsements in the face of corporate controversies rages on, highlighting the complex relationship between K-pop stars, their brands, and the expectations of their fans.