BLACKPINK’s Jennie Replaced As Ambassador By Multiple Brands, Sparking Heated Debate

aespa’s Karina and Stray Kids’ Felix have stepped in…

BLACKPINK‘s Jennie has recently been replaced by other K-Pop idols as the face of several major brands. Seemingly, her contracts with said brands have now ended.

| @jennierubyjane/Instagram

A recent post on Pann regarding these brand deals ending has sparked heated debate. The post has now gone viral with over 78,000 views and has drawn huge reactions from Korean netizens.

According to the post, Gentle Monster’s model has switched from Jennie to aespa‘s Karina, and fans believe Chanel Beauty will also name Karina as the brand’s new ambassador soon.

Karina has been announced as the new ambassador for GENTLE MONSTER

source: https://t.co/FAbNciyQxX pic.twitter.com/mNhDoFdrxL

— 🌼 (@butterflyflyye) April 1, 2025

chanel beauty sent karina flower bouquet AND chanel is also sponsoring her at the concert. what is this??? 🤔 pic.twitter.com/IilXw37d0A

— ꨄ︎ k (@bluuist) August 29, 2025

Meanwhile, Jennie’s position as the face of Tamburins has been replaced by Felix, and Hera has similarly appointed Felix as its new model.

Stray Kids’ #Felix has been officially appointed the new face and brand ambassador of GENTLE MONSTER, ATiiSSU and TAMBURINS! Since Felix has been wearing AtiiSSU in particular, it gained popularity even before the brand was unveiled!👏💪🕺🌍📸🤝😎🧢🧴👑💙

FELIX x GM ATiiSSU… pic.twitter.com/60CkalT6Pj

— World Music Awards (@WORLDMUSICAWARD) July 4, 2025

FELIX HAS BEEN ANNOUNCED AS THE NEW GLOBAL AMBASSADOR OF HERA BEAUTY OMG!!! pic.twitter.com/yEYKc27l7V

— daily bbokie༄ (@BBOKARILOOKS) August 5, 2025

While some fans see these changes as a natural evolution of contracts and brand strategies, others have expressed disappointment over Jennie losing multiple high-profile endorsements.

• “Because of Jennie, her standing in the industry rose to some extent, and even if they wanted to renew the contract, they probably couldn’t handle her price, so they switched to the next generation. Everyone acknowledges that Jennie boosted the value of brands like Hera, right?”
• “There’s nothing funnier than saying she got ‘cut’ from deals. It’s just that the contract period ended, so it’s a clean breakup. Long-term contract renewals are actually the unusual case lol.”
• “Isn’t it because Jennie’s price got higher? She initially exploded as a superstar, so now they’re adjusting accordingly. Her maintenance costs are huge.”
• “Since when did ‘contract ending’ start being called ‘getting cut’?”
• “Huh? I heard Jennie’s fans said Hera got cut, and she was going to Chanel Beauty? But Karina got that instead lol. Jennie lost out on both Hera and Chanel Beauty… her fans must be having a meltdown.”

BLACKPINK