In connection with Davichi Kang Min Kyung’s underpaying controversy, the “celebrity premium” issue of stars was also brought up.
The broadcast of KBS2’s “Entertainment company Plus” on January 12th re-examined “celebrity premium controversy”.
Earlier, Kang Min Kyung was embroiled in controversy over products’ high prices when launching her shopping mall in 2020. Pointing out that the “gopchang band”, a gopchang-shaped headband/scrunchy that is usually sold for less than 10,000 won in markets, was set at a high price of 59,000 won, Internet users raised controversy, “Isn’t this the price of the celeb’s name?”.
At that time, Kang Min Kyung’s brand explained on Instagram, “Our brand created products through collaborations with several designers”, adding “This scrunchy made of 100% silk is about 21cm wide and uses lots of fabric. Due to the nature of high-quality silk, it requires an appropriate price”.
Actress Gong Hyo Jin, who is a pioneer in environmental protection, also suffered a similar controversy. In the past, the actress ran a fashion brand with the good purpose of upcycling and selling products that were returned due to slight defects or had been on sale repeatedly. However, Gong Hyo Jin reformed a transparent case worth 10,000 won then set the price at 80,000 won and sold it in the form of a pre-order, making it impossible for buyers to cancel their purchase.
G-Dragon, who launched a shopping mall brand in 2016, also caused a stir over “celebrity premium”. The male singer drew attention when wearing the products of his brand on TV broadcasts but then sparked controversy by selling a clip with his brand logo at the price of 34,000 won.
In addition, netizens also mentioned former Jewelry member Jo Min Ah and former Girls’ Generation member Jessica, who also launched fashion brands and sold products at extraordinarily expensive prices after leaving their groups.
Regarding the reason for the increase in prices due to celebrities’ names, a professor in business administration said, “Consumers are bound to have a preference for products used by celebrities. Therefore, goods marketing is being actively carried out by taking advantage of limited editions and fans’ love for stars.”