Recently, Chanel Beauty brand announced the appointment of singer Jungkook (BTS) as the brand's new global ambassador for the perfume and cosmetics line.
Thomas du Pre de Saint Maur - Chanel's global creative resources director for perfumes and cosmetics - said: "I have admired his extraordinary talent for a long time, his musical journey and the way he bravely expresses himself.
Jungkook perfectly represents the spirit of Chanel. He inspired an entire generation with his passion and creativity. I am very excited about the unique projects that we will build together.
However, this announcement appeared at a sensitive time, right between the time when the dating rumors of Jungkook and Winter (aespa) were on the rise. Many people were surprised because Chanel had defied negative public opinion targeting Jungkook to choose him as the representative face.
Chanel Beauty even clearly has a big favor for the BTS singer, when there was a separate post announcing his status on the company's Instagram account. On the other hand, Jungkook is a rare star announced by Chanel Beauty as a global ambassador, previously mostly called a brand ambassador.
Chanel Beauty also caused a stir when it released the image of new ambassador Jungkook with clear hints on his body.
A group of netizens criticized the appointment, not because of dating rumors, but because they thought that Jungkook's bold image was not in keeping with Chanel's traditional luxury style.
Another notable thing is that Jungkook suddenly has a new connection with aespa - the group of his rumored girlfriend Winter. In October, Chanel Beauty chose Karina (aespa member) as the brand ambassador.
Previously, during their 10 years in the group, Jungkook and the members of BTS rarely signed commercial advertising contracts as individuals, despite always being sought after by brands and labels.
After BTS temporarily stopped group activities to perform military service, from 2023, the members' solo careers were boosted, so their individual contracts were also expanded.
Compared to other members, Jungkook has fewer advertising contracts. He is currently the global ambassador of Calvin Klein and Chanel Beauty - both major international brands.
Meanwhile, Jungkook and the management company remained silent as the singer's dating rumors with Winter (aespa) became increasingly controversial.
There have been fans sending trucks with messages of protest to HYBE Group headquarters, asking Jungkook to speak up to explain, remove the tattoo with Winter, and even suggesting that he leave BTS.
