"Supported for 6 Years..." Sudden Blow to Company Using Lee Kang-in as Model

KT Ends Promotion Related to Lee Kang-in
Boycott Movement Emerges Over "I Hate Lee Kang-in" Malicious Comments

KT, which hired Lee Kang-in (Paris Saint-Germain), the source of discord within the national soccer team, as an advertising model, has ended the related promotion. Posters promoting the Samsung Electronics Galaxy S24 series featuring Lee Kang-in as the advertising model were taken down at nationwide agencies and sales outlets.

KT explained that this was "due to the end of the purchase benefit promotion." Regarding sponsorship with Lee Kang-in, the company stated, "Nothing has been decided yet."

[Photo by KT]

The relationship between KT and Lee Kang-in runs deep. Since signing the first sponsorship contract with Lee Kang-in, who won the Golden Ball at the 2019 FIFA U-20 World Cup, KT has sponsored him for six consecutive years. During the sponsorship period, they have collaborated in various fields including KT advertising models, product and branding promotions, customer events, and sports content.

Lee Kang-in first appeared as a KT advertising model in 2019 with the campaign "Your Superpower KT 5th Generation Communication (5G)." Since then, he appeared in last year's "Galaxy S23 KT Premium Family Bundle" and the 20s-exclusive brand "Y Branding" advertisements, accumulating 37 million views. The sports marketing platform "KT Odaejang," which ran until season 3 last year, achieved 48 million cumulative views through missions and activities between Lee Kang-in and the general public.

Photo by Chicken Brand Arachi

Despite the clear advertising effect Lee Kang-in brought, after it became known that he clashed with national team captain Son Heung-min (Tottenham) the day before the Asian Cup semifinal, criticism grew uncontrollably, putting companies that hired him as an advertising model in a difficult position. Some have even initiated boycott movements.

The official social network service (SNS) of the chicken brand Arachi, which hired Lee Kang-in as an exclusive model, has been flooded with malicious comments. Netizens are pouring out criticisms such as "I don't want to see Lee Kang-in. Please take down the ads," and "I'm boycotting Lee Kang-in chicken. Let's change the model."