Amid the surge of alcohol-related content that offers a glimpse into the more candid sides of celebrities, the sharp dichotomy and potential side effects are becoming increasingly noticeable.

The YouTube web entertainment show 'Tipsy Jisangryeol', hosted by broadcaster Jisangryeol, recently faced criticism from netizens for perceived rudeness and disregard towards guest, Swings. 'Tipsy Jisangryeol' advertises itself as a channel dedicated to authentic alcohol consumption, driven by Jisangryeol, a self-proclaimed liquor enthusiast.

However, the contentious video featured unanticipated actions such as dunking Swings' expensive luxury watch into alcohol without consent or making presumptuous remarks about Swings' ex-girlfriend with whom he had a public relationship, stating, "That's why she broke up with you." The production crew also left derogatory and mocking comments, including, "We thought you were hip-hop, but it seems like a fuddy-duddy has come" and "You've been ripped off by Rolex."

Following these events, Swings expressed his discomfort, prompting 'Tipsy Jisangryeol' to make the controversial video private without further comment, only to subsequently issue two public apologies. As criticism escalated, some called for a boycott of the products featured in the video. The 'Tipsy Jisangryeol' team clarified that they had not received sponsorship for the products shown and had purchased them with their own funds to set a good example for product placement.

One advantage of alcohol-related content is the potential for 'drunk confessions,' where celebrities can candidly share their thoughts in a relaxed environment. The authenticity and proximity to crossing the line can also make for entertaining content. Examples include BTS Suga's 'Drunk Suga', Lee Young Ji's 'Cha Jjippul', and Cho Hyun-ah's 'Cho Mokbam', which have gained considerable popularity among the younger demographic, as notable stars share their honest stories and spark discussions.

However, with content involving alcohol, it's essential to maintain boundaries. As seen in the 'Tipsy Jisangryeol' incident, behaviors cannot be justified merely because they occurred while drinking. Moreover, there are growing concerns that the increasing prevalence of alcohol content could inadvertently promote irresponsible drinking culture. Especially given that YouTube is accessible to various age groups, vigilance is warranted, critics suggest.

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