aespa Karina’s Latest Endorsement Deal Invites Scathing Criticism

On January 11, KST, aespa member Karina was announced as the new face of the coffeehouse chain, Caffè Pascucci.

With this brand deal, Karina became the first celebrity model for the Italian brand. But Korean fans are far from happy over this decision.

Many have objected to Karina endorsing the chain due to its problematic ownership in Korea. Though Caffè Pascucci is an Italian brand, its Korean branch is owned and operated by SPC Group. It is a major South Korean food company that owns and operates over 17 chain shops and countless F&B brands. Since 2022, the company has faced a widespread boycott of domestic customers after a series of accidents at their operational sites exposed the poor working conditions and lack of safety.

Karina, however, is not the first SM Entertainment artist to be selected for an endorsement deal by an SPC Group brand. Previously, RIIZE also collaborated with Baskin-Robbins Korea, which is also owned and operated by SPC. NCT WISH were selected as the holiday season models for SPC’s representative brand, Paris Baguette, just last month.

Netizens are enraged that SM Entertainment continues to accept endorsement deals from such a company, ultimately affecting the image of the artists involved.

• “SM needs to stop.”
• “They’re really bad at reading public sentiments.”
• “…”
• “SM really doesn’t care about tact. Money is all for them.”
• “Does SM have any ties with SPC? Why do they keep collaborating?”