Jennie, a member of the group BLACKPINK, apologized for smoking an electronic cigarette indoors and blowing smoke in the direction of the staff, while foreign media outlets simultaneously reported on the strict atmosphere of the Korean entertainment industry.
Foreign Media Point Out "K-pop Stars Under Strict Surveillance" in Response to Jennie's Apology Over 'E-cigarette Controversy'
On the 10th (local time), CNN reported that K-pop superstar Jennie sparked backlash across South Korea after a video of her smoking an electronic cigarette indoors surfaced, and that Jennie apologized in relation to this. CNN mentioned that a stylist was close to Jennie's face while she was smoking the e-cigarette, that the video was deleted after becoming controversial, and that the agency eventually issued an apology as the controversy grew. The report pointed out that "K-pop stars are under intense public scrutiny" in connection with this incident.
The British BBC also covered Jennie's case, stating, "Korean celebrities are accustomed to such intense scrutiny," and emphasized, "South Korea demands strict moral and behavioral standards from K-pop stars and does not tolerate any mistakes." Hong Kong's South China Morning Post (SCMP) reported, "Korean pop stars undergo rigorous training for years before debut, and in the early stages of their careers, smoking, dating, and swearing are mostly prohibited, requiring them to adhere to high behavioral standards," adding, "Jennie has previously confessed to struggling with these expectations."
Earlier, Jennie became embroiled in controversy over scenes of indoor smoking captured in a video posted on her YouTube channel. At the time, Jennie was visiting Italy to prepare for participation in designer Jacquemus's 'La Casa' cruise collection held on the island of Capri. However, she was caught smoking an electronic cigarette while receiving hair and makeup. Jennie exhaled smoke close to the face of the staff member doing her makeup, which intensified the controversy. One netizen even reported Jennie's indoor smoking to the Italian embassy, requesting an investigation.
Focused Attention Also During Lee Sun-kyun's Death and Karina's Dating Rumors: "South Korea Demands High Morality from Celebrities"
Meanwhile, foreign media have repeatedly focused on the strict domestic entertainment atmosphere. When actor Lee Sun-kyun, who gained worldwide attention for the film Parasite, passed away last year, foreign media extensively covered the event. The BBC pointed out, "South Korea demands a high level of morality from celebrities," adding, "He maintained a clean and family-friendly image until drug use allegations surfaced, but the revelations during the investigation caused significant damage to his reputation." The Associated Press noted, "In South Korea, suicides among K-pop stars, politicians, and corporate executives have been occurring one after another," citing malicious online comments and cyberbullying as the causes.
In March, when dating rumors about Karina, a member of the group aespa, surfaced and she issued an apology, CNN analyzed, "In cultures like South Korea and Japan, where stars are idolized and the fantasy of celebrities being accessible to everyone is promoted, dating among stars can still be taboo." It explained, "Most K-pop stars live under strict rules, and publicly dating is very rare," adding, "Entertainment agencies worry that a sudden scandal might cause stars to lose their mystique among fans."
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