A recent report by Korean media outlet News Worker has sparked discussion in the K-pop industry after suggesting that fourth-generation girl group aespa may be losing its once-dominant position in the advertising market, partly due to ongoing controversies and high-profile dating rumors involving BTS’s Jungkook.
According to News Worker’s outlook for K-pop girl groups heading into 2026, aespa’s commercial standing is showing signs of strain as public opinion surrounding the members grows increasingly divided. The outlet bluntly assessed the group’s situation, stating, “The situation surrounding aespa is very difficult.”
Despite aespa currently maintaining partnerships with major brands such as KB Kookmin Bank, Nongshim, and outdoor label Eider, News Worker emphasized that the advertising industry is especially sensitive to controversy. Even issues unrelated to products—ranging from political symbolism to personal rumors—can raise red flags for companies seeking a stable and positive brand image.
After a highly successful 2024, aespa’s 2025 has been marked by a series of controversies. These include criticism over Karina’s red outfit, which netizens interpreted as having political undertones, as well as backlash faced by Ningning for purchasing a lamp that reminded some Japanese citizens of the Hiroshima and Nagasaki atomic bombings.
The most explosive issue, however, has been speculation surrounding Winter’s alleged romantic involvement with Jungkook of BTS. The unconfirmed dating rumor quickly went viral, igniting intense debate among fans and the general public alike, and further complicating aespa’s public image.
As controversies continued to stack up, News Worker suggested that aespa’s image has gradually shifted in a negative direction, at least from the perspective of advertisers. The outlet noted that the group’s future in the endorsement market may depend heavily on whether they can rebuild public trust and stabilize their image in upcoming campaigns.
In contrast, News Worker pointed to IVE as a group poised to benefit from aespa’s struggles. The media outlet commented, “IVE has successfully avoided major controversies. Following the marketing industry principle that as long as there are no elements that harm a brand, fandom size and popularity can be maintained, IVE has recently succeeded in renewing contracts with existing advertisers.”
Led by Jang Won Young, often dubbed the “K-pop princess,” IVE continues to receive high evaluations from advertisers for maintaining a clean and consistent public image—an increasingly valuable asset in a competitive endorsement landscape.
While aespa remains one of the most recognizable girl groups of their generation, News Worker’s analysis highlights how fragile brand power can be in K-pop, where even rumors and symbolic misunderstandings may have tangible commercial consequences.
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