On May 10, a global brand event filled with glittering stars from BLACKPINK's Jennie to Lee Hyori was overshadowed by a small-scale debate. It was the Calvin Klein photocall event.

The JENNIE FOR CALVIN KLEIN capsule collection pop-up store opening photo wall event was held that afternoon at a café in Seongsu-dong, Seoul. Brand ambassador Jennie introduced limited-edition outfits bearing her name. Alongside Jennie, Sik-K, Hwang So-yoon, Kwon Young-deuk, Kwon Young-don, Kim Gun-woo, Lee Ho-jung, Shin Ye-eun, Cha Joo-young, Rowoon, Hwang In-yeop, and Kazuha, and Lee Hyori were in attendance. Hong Kong idols, Thai singers, and foreign influencers were also scheduled to attend. Calvin Klein requested coverage from around 60 people through an agency, allowing photo and video shooting.

However, journalists who attended the event that day left with a bitter taste in their mouths. With limited space and a small photo wall, there were only about 10 seats for journalists. Calvin Klein Global prioritized foreign journalists for half of the seats, contrary to the prior notice that "seat drawings would take place together." When additional foreign journalists arrived on site, all 10 seats were filled by them and the brand's official photographers. Protests and requests that "this is a problem" were ignored.

Moreover, with about 60 Korean journalists crowded on the floor and side without any step, safety accidents were a concern when stars appeared. Given the circumstances, it's no wonder that the Korean journalists who came to work left the scene with Jennie, Lee Hyori, Lese Raphaelm Kazuha, and BTS Jungkook's lineup in front of them.

Even with dozens of journalists missing, the crowd still swarmed, and Jennie, who finally stepped onto the photo wall after twists and turns, left a message to fans saying, "I couldn't greet you for a long time because I was worried it might be dangerous." This hints at how the situation was on site.

Global brands continue to gain prominence in South Korea, where consumers are still willing to open their wallets despite repeated price increases and mistreatment. While it's a reality that Korea is treated like a 'pawn' by high-nosed global brands, the blatant discrimination of 'excluding Korea-global priority' is frustrating. How do these brands, who hold events in Korea with Korean stars and even invite Korean journalists themselves, view Korea and its consumers?

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