Yesterday, it was revealed that Twice is the new ambassador for an Indonesian beauty brand known as Scarlett Whitening. The fandom is.....angry.
Why would the company select a brand with "whitening" in its name right when they plan to market Twice globally, and to the West in particular? While such stuff may fly in Korea, it's very obvious that the international fanbase does not want anything to do with this. This is definitely going to hurt the group's brand identity, and they may end up losing the fans they gained from their latest English release. Choosing to promote a colourist product to a diverse audience is VERY stupid.
Apart from this, a huge complaint within the fandom is the quality of the endorsement. Not to be that person, but Itzy manages to bag Maybelline and Adidas as endorsements. On the other hand, numerous Indonesian fans have mentioned that the brand is not well received in Indonesia, due to the poor product quality and reputation of the founder. It makes no sense for a group as huge as Twice to choose sub-par endorsements, when individual members have been promoting brands such as Louis Vuitton and Prada.
This decision has been one of the worst marketing choices I've seen in Kpop for a while now, and I do not see this going well for any of the parties involved. I don't think I'd feel comfortable supporting the next comeback, so I will be taking a break from Twice as a whole.