In a recent announcement that has both thrilled and stirred the pot, SM Entertainment's emerging boy group, RIIZE, has unveiled a significant collaboration with Baskin Robbins, a cherished ice cream brand in South Korea. While this partnership paints a promising picture for the nascent group, it hasn't been without its detractors.

Baskin Robbins, a household name in South Korea, is set to roll out a unique "Popping Star RIIZE Ready Pack Mini." Each pack will contain a photocard, thereby associating the brand with the K-pop world's new luminaries. However, the choice to collaborate with Baskin Robbins, a subsidiary of SPC (Saebyuk Production Corporation) - a conglomerate overseeing brands like Baskin Robbins and Paris Baguette - has been met with skepticism.

The root of the controversy lies in a tragic event from 2022. A 23-year-old worker tragically lost her life during a factory baking shift for Paris Baguette. The company's decision to promptly resume factory operations post the incident drew sharp criticism, spotlighting concerns about worker conditions and rights.

Given this backdrop, RIIZE's fans have been vocal in questioning SM Entertainment's rationale behind partnering with a company mired in such a contentious issue. Online platforms are abuzz with comments reflecting a spectrum of emotions, from shock to disillusionment. Some of the comments include:

  • "Is SM Entertainment thinking straight?"
  • "Why are they trying to downplay the SPC incident?"
  • "Their main audience is the youth; was this the best company choice?"
  • "I'm a RIIZE fan, but I won't be purchasing Baskin Robbins."
  • "Why SPC? Another worker recently died in their factory. I'm boycotting."

Such reactions emphasize the intricate nature of brand associations. While they can be financially rewarding for artists, they can also pose significant image risks. In this instance, public sentiment about a brand might overshadow RIIZE's accomplishments, potentially affecting their reputation among fans and the broader audience.

As this controversy unfolds, the ball is in SM Entertainment and RIIZE's court. How they address their fanbase's concerns and navigate the intricate world of corporate tie-ups will be closely watched.

On a side note, RIIZE, SM Entertainment's latest entrant in the K-pop arena, made a splash with their debut at an official media showcase on September 4, 2023. This debut, however, left the audience divided over their distinctive styling.

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