Juice Seyun Collaboration Cancelled Amid Controversy

Influencer Gwajeub Seyon (real name In Seyon) has recently seen past similar cases resurface in attention following the cancellation of her collaboration with cosmetic brand Sidmool.

Sidmool launched a four-item set in collaboration with Gwajeub Seyon on the 19th, but faced strong backlash from its existing customer base and declared the end of the collaboration on the 20th, just one day after its release. On the 21st, Sidmool posted an apology on its official cafe, with CEO Min Jung-ki stating, "It was a judgment that did not sufficiently consider the values Sidmool has pursued and customer trust."

While this collaboration began with a proposal from Gwajeub Seyon's side, consumers raised criticisms that the brand image and Gwajeub Seyon did not align, which quickly led to the withdrawal. Particularly given Sidmool's nature of having female consumers as its main customer base, past controversies surrounding Gwajeub Seyon are analyzed to have significantly influenced the cancellation of this collaboration.

This 'collaboration cancellation' is not the first time. Last September, broadcaster Lee Suji announced Gwajeub Seyon's appearance on her channel, but the content was deleted and the main broadcast was canceled due to protests immediately after its announcement. Additionally, photo booth brand Photoism also announced a collaboration last November, but faced similar backlash, deleted related posts, and the release of collaboration frames was also scrapped.

Gwajeub Seyon is a popular creator on internet broadcasting platforms earning hundreds of millions in revenue, and previously garnered attention by revealing her annual income reached 3 billion won.