Stars react to show on realities of celebrity endorsement

By Kwon Ji-youn

Celebrities are reacting fiercely to an investigative program episode that stripped bare the realities of celebrity endorsement and sponsorship.

Actress Kim Min-jung posted on Instagram immediately after the episode aired on SBS Saturday: “It is my hope that the show does not do harm to actors who are working diligently in the field right now. But I thank the producers for shedding light on the realities (of celebrity sponsorship).

What’s bad is bad. Money doesn’t buy everything.”

Actress Kim Ok-vin

Actress Hwang Seung-un also wrote on Instagram: “(Actresses) are forced to do things that are unreasonable but, at times, are deemed reasonable. The world is full of lies and deception, and I cannot change that. But will they find happiness when they reach the top by lying and deceiving?”

Actress Park Ha-sun said: “It’s upsetting to think that people may think (this episode) is applicable to all (actresses).”

Actor Han Sang-jin warned fellow actors not to become blinded by money.

“It is an embarrassing truth, and it is the reality, but I hope that (this episode) will help people think twice about celebrities and their rights as humans.”

Actress Kim Ok-vin posted: “It was frustrating that the show implied that celebrity endorsement and sponsorship is widespread. But I was speechless to see young actor prospects make the wrong decisions. It was heartbreaking.

“But more problematic is the public’s attitude to the episode. They now think all successful actors and actresses receive improper endorsement and sponsorship.”

The list included names of celebrities and celebrity hopefuls who were being matched with sponsors, usually powerful and influential names across major industries, to help them make it big. They provide sexual favors for the money.The program followed a “secret list” provided by an executive at one of Korea’s major conglomerates. He described himself as an “insider on celebrity endorsement and sponsorship deals.”

The producers included interviews with celebrities and actress hopefuls who have received such offers. A broker’s voice could be heard in one recording containing explicit content.

Interest in improper celebrity endorsement soared when Tahiti member Ji-soo unveiled text messages she had received from a broker who offered to introduce her to sponsors. Actress Nam Bo-ra’s most recent scandal also made headlines because it involved the son of the CEO of a large company.