Several Korean celebrities have recently faced public scrutiny for selling products at unusually high prices, often justified by their involvement in the creation process. One notable instance involved Kang Min-Kyung from the popular duo Davichi, who drew criticism for offering a 59,000 won “crunchy” on her online shopping mall, Àvie Muah.
The product, made from 100% silk and boasting a width of 21 cm, was defended by Kang Min-kyung as requiring intricate craftsmanship due to its high-quality silk composition. However, many questioned the steep price tag, considering it far beyond the average range.
Similarly, actress Gong Hyo-jin sparked controversy when she released a mobile phone case priced at 89,000 won, crafted from an upcycling project. Despite her good intentions, most consumers found it difficult to justify the exorbitant cost of the product.
More recently, singer Jeon So-mi encountered backlash with the launch of her beauty brand GLYF and its debut product—a highlighter priced at 43,000 won. This pricing was deemed excessive compared to similar Korean brands offering highlighters at much lower prices, ranging from 23,000 won to 30,000 won.
Furthermore, the brand’s strict no-cancellation policy upon pre-order caused additional discontent among customers. In response to the uproar, Bubble Korea, the company operating GLYF, issued an apology for the misinformation conveyed to customers.
Despite the negative reception, celebrities-turned-entrepreneurs like Jeon So-mi have attempted to justify their product prices by highlighting their active involvement in the product development process. Jeon So-mi herself explained her contribution to the highlighter’s creation, emphasizing her meticulous attention to color and durability during its development.
However, public scepticism remains prevalent. While celebrities may claim a hands-on approach to their products, many consumers question whether this justifies the premium prices attached to celebrity-endorsed merchandise. The ongoing debate underscores the unique challenges faced by celebrities entering the business realm and attempting to investigate the intersection of fame and commerce.