Why is the Sidmool Juice Seyeon advertisement controversial? CEO Min Joong-ki's apology

We have summarized everything at once, from the reasons behind the controversy surrounding the Sidmool collaboration with Gwajuk Seyon to consumer reactions and the content of CEO Min Joong-ki's apology. Easily check the reasons behind the boycott movement and the clash with the brand image.

1. How did the Sidmool Juice Seyeon controversy begin?

Recently, the cosmetics brand Sidmool sparked a major controversy by conducting a collaboration advertisement with BJ Gwajupsaeyeon.

The controversy began when Gwajupsaeyeon released a collaboration advertisement video on her YouTube channel.

In the video, he recommended the product, stating that it was an item he personally used, and revealed that he was the one who first proposed the collaboration to the brand.

Sidmool also admitted that the collaboration began with a proposal from Gwajupseyeon. However, the atmosphere changed drastically immediately after the video was released.

2. Why Did It Become Controversial? Summary of Key Reasons

The crux of this controversy is simple It is not a collaboration with a BJ, but a conflict with the brand image.

Sidmool has been doing so far
- Without a famous model
- Ingredient-centered
- Honest brand image

This is a brand that has built trust through this.

However, by hiring a BJ known for an exposure-focused broadcast image as a model
From the perspective of existing consumers, it felt like the brand's direction had changed.

Especially considering that it is a brand with many female consumers
Reactions that the model selection was inappropriate have spread widely.

3. Consumer response was much stronger than expected.

This controversy went beyond the level of simple comments and led to actual actions.

- “I’ve been a regular customer for 10 years, but I’ve canceled”
- “The brand image collapsed in an instant”
- “Didn’t you even validate the model?”

Such reactions poured into the official cafe and community, and
It even led to actual withdrawal verifications and boycott movements.

Ultimately, this incident is not just a simple issue.
The situation has escalated into a brand trust issue.

4. Summary of Sidmool CEO Min Joong-ki's Apology

As the controversy grew, Sidmool responded quickly.

- Immediate suspension of sales of collaboration products
- Delete set configuration
- Release of an official apology

Representative Min Jung-gi also directly stated his position.

The main points are as follows.

- It was a judgment that did not align with brand value.
- External marketing review was insufficient
- I was unable to check sufficiently in advance
- I am deeply reflecting on this and will prevent a recurrence.

In other words, it is not an intentional problem.
Their position is that it was a judgment error resulting from insufficient review.

5. What is the significance of this controversy?

This incident goes beyond a simple failure of collaboration
It has become an important case study in brand management.

Nowadays, consumers
We consume not only the product but also the brand image and value.

So, with just one advertising model...
The overall credibility of the brand may be shaken.

Especially like Sidmool
The more a brand has grown based on its image
This effect appears more significantly.

Q&A

Q. Who first proposed the collaboration between Sidmool and Gwaeup Seyon?
A. It is reported that Gwajupseyon first posted a product review and then directly proposed the collaboration.

Q. Why has the controversy grown so big?
A. This is because significant consumer trust issues arose due to the mismatch between the brand image and the model image.

Q. Is the product currently on sale?
A. No. Sales were suspended and the post was deleted immediately after the controversy.

Q. What is Sidmool's official position?
A. Representative Min Jung-ki personally apologized, acknowledged the lack of review, and promised to prevent a recurrence.

Q. Is the boycott still ongoing?
A. Some consumers are still maintaining their boycott stance, and the situation needs to be monitored.

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