On November 7, it was confirmed that both Jeon Somi and the CEO of Beaubble Korea — the company behind her beauty brand GLYF — have been reported for violating the Korean Red Cross Organization Act. The case has been filed with the Seoul Seongdong Police Station and is currently under investigation.
According to the complaint, the CEO identified as “A” allegedly used the Red Cross symbol in promotional material for GLYF. This act is considered a violation of Article 25 of the Korean Red Cross Organization Act, which prohibits unauthorized use of the Red Cross emblem or any similar symbols. Violators may face fines of up to 10 million KRW (approx. $7,500).
The complainant stated, “The Red Cross emblem is a protective symbol used during times of war, disaster, or pandemics to safeguard medical and relief personnel. When used repeatedly in commercial contexts, it dilutes the emblem’s original purpose, undermines public and international trust, and weakens the humanitarian protection system — which is literally a matter of life and death.”
Previously, on November 6, GLYF posted an official statement via its social media platforms, acknowledging the controversy over its recent PR kit created to promote the launch of the Hue Spread Stick. The special kit, titled “Emotional First-Aid Kit,” featured visuals that unintentionally mirrored the symbol of the Korean Red Cross.
The statement read: “In the process of visually designing the ‘Emotional First-Aid Kit’ to promote our Hue Spread Stick, we made an error by including elements that could be perceived as similar to the emblem of the Korean Red Cross. We deeply apologize for not fully recognizing the historical, humanitarian, and legal significance of the Red Cross symbol.”
GLYF has now halted all online posts and distribution of the PR kit featuring the controversial design. The brand is in the process of retrieving already distributed kits and redesigning them. Furthermore, internal guidelines regarding the use of symbols in branding and design will be reinforced for both the brand and its design team.
The controversy erupted after the brand released promotional images that incorporated a symbol bearing a strong resemblance to the internationally protected Red Cross emblem. Under South Korean law, unauthorized usage of the Red Cross symbol by any entity other than the Red Cross or military medical institutions is prohibited and may result in a fine of up to 10 million KRW or a penalty of up to 5 million KRW.
Jeon Somi launched GLYF in April 2024, marking her expansion into the beauty industry. It was reported that she was actively involved in every aspect of the brand’s development, from product creation to packaging design and website launch. Despite her hands-on approach and initial praise for the brand’s unique concept, this incident has highlighted the importance of legal compliance in branding and marketing.
Sources: Daum, Nate
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