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Korean Netizens Threaten To Boycott Adidas After Controversial Collaboration

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Adidas recently suffered discontent from Korean netizens releasing a promotional video with the fifth-generation K-Pop girl group QWER. Members of QWER are seen in the video visiting an Adidas store and wearing different products They filmed advertisements in a store and one of the members of the group named Siyeon made comments on marriage and childbirth that caused quite a stir among the fans.

The specific incident occurred during a recent broadcast of the show when Siyeon was quizzed about her opinion on the matter of marriage and children. She said, Humans are social beings that are born with the purpose of flying. We exist to fly, people get married in order to fly. These comments have leading to a lot of outcry especially with the current ongoing debates regarding population growth in the country of Korea.

Soon after, the promotional video created a stir on social media especially the online forum called TheQoo that featured a post that had garnered over 37,500 views and 370 comments. Adidas has faced many drawbacks from many individuals who posted their anger and disagreemenet of the choice Adidas made of working with a company surrounded by scandals.

Negative reactions included comments such as:Negative reactions included comments such as:

- For years, I have been buying Adidas branded shoes and outfits, but now that I know the truth behind this corporate giant, I will not be purchasing from this company again.

- “You know that Adidas is a very popular brand now, but very soon its reputation will go down the drain…”

- Being pondered whether Adidas brand is also becoming of one that ill treats women, the advertiser needs to be advised as follows.

There were also mixed opinions, with some defending QWER:There were also mixed opinions, with some defending QWER:

- from the big address or the QWER, really fighting; Hwaiting .

- “It is not as if they broke any laws. Why is everyone so angry with them?.

The backlash may bring negative effects on Adidas Korea since anti-Asian sentiment may also translate to a detrimental consumer sentiment towards a brand or company. It also highlights the need for more cultural receptiveness especially when dealing with touchy topics and the consequences that brands have to go through when caught in between social/cultural issues.

Adidas in particular, has accurately captured the hardships brands go through in ensuring a positive image with his collaboration with QWER.

- Koreaboo. (2024). [Korean Netizens Threaten To Boycott Adidas After Collaborating With Controversial Girl Group](https:It can be found at http://www. koreaboo. com/news/korean-netizens-threaten-boycott-adidas-collaborating-controversial-girl-group/).