BLACKPINK’s Rosé Lands New Brand Endorsement, Triggers Unexpected Reactions

Anticipation for the content is high.

On December 10, 2024 (KST), it was announced that the Korean fried chicken brand bhc, well known for its “bburinkle” chicken, has signed with BLACKPINK member Rosé as its new model alongside actor Hwang Jung Min and table tennis medalist Shin Yu Bin.

bhc’s “bburinkle chicken” | @bhc_chicken_official/Instagram

IT Chosun’s exclusive report explained that bhc and Rosé are in the last stages of finalizing the contract and that the K-Pop idol is expected to collaborate with the brand on new menu development and global marketing initiatives.

BLACKPINK’s Rosé | @roses_are_rosie/Instagram

The news has since triggered some divide among fans. Some believe Rosé’s reputation as BLACKPINK’s “foodie” is perfect for this new endorsement. Others, however, were not convinced that the idol would make a suitable model for fried chicken—citing her visual as one of the main reasons.

| theqoo

• “I don’t think she matches the brand all that much, LOL.”
• “For real… She looks like she has nothing to do with fried chicken, haha.”
• “Not a good match at all.”
• “A fried chicken brand model who looks like she never, ever eats fried chicken. Haha.”
• “She does not look like she eats fried chicken, like ever. LOL. Especially not bburinkle chicken.”

Meanwhile, a business insider commented, “There are limits to becoming more competitive with new menu items alone, so companies are turning to advertising with more popular models.” With Rosé’s global influence, more so after the “APT” mega-hit, the insider guessed that the endorsement was bhc’s move to secure its top spot among Korean fried chicken franchises.

| theqoo

• “It literally says that bhc signed with Rosé for global marketing. Who else, other than Rosé, would be better for targeting the international audience? LOL. Also, she loves eating. She’s known for it.”
• “I don’t think this new model of theirs ever eats their chicken. LOL.”
• “What makes people think Rosé doesn’t eat fried chicken? Because she’s slim? Because she looks expensive? From what I know, Rosé eats well. Chicken and everything else.”
• “Not the best match, IMO.”

| theqoo

• “If it’s for global marketing… Also, Rosé knows how to eat. So…”
• “Rosé loves eating and she eats well. I don’t understand how people are going to bring her shape into this when the same people lose their sh*t and freak out when bigger celebrities have their bodies commented on.”
• “I’ll order from bhc once the ads air. I think it’s going to be cute, haha. Can’t wait to eat chicken listening to APT!”

Watch Hwang Jung Min’s bhc ad that garnered over 2.2M views on YouTube.

BLACKPINK