A Korean cosmetics company, Wonjungyo, is facing intense backlash after announcing Japanese idol Sho Hirano, a Number_i member, as its new advertising model.
The decision has sparked outrage among Korean consumers due to Hirano’s controversial history of making anti-Korean remarks.
On April 28, the 27-year-old idol was announced as the face of Wonjungyo’s new hair care line. The Korean cosmetics company, which operates in both Korea and Japan, selected him as its Japanese model.
However, this decision has sparked controversy due to Sho Hirano’s past comments about Korea. During a visit to Korea last March, he made disparaging remarks about the country, angering many Korean netizens. When asked if he knew any Korean, he responded with Chinese phrases.
He sparked significant debate by referring to his trip to Korea as ‘tomorrow’ instead of ‘visiting Korea’, implying that Korea is viewed as a Japanese colony, equating a visit to Korea with a visit to Japan.
Netizens opine that no matter how crucial the business may be, it shows disregard for Korean consumers when a Korean company picks a local celebrity who consistently makes anti-Korean comments as a model.