Brands that announced collaborations with YouTuber Juice Seyeon are bowing their heads and canceling collaborations amid strong backlash. Even so, Juice Seyeon, with blurred eyes, is preoccupied with asserting her influence.
Juice Seyeon's collaboration attempt failed again. On the 19th, Juice Seyeon announced a collaboration with a functional derma cosmetics brand based on natural ingredients through a video titled "I'm entering China...! revealing the real plan, favorite items, skincare, dewy skin" on her YouTube channel.
Juice Seyeon said, "I mentioned before that I would use it in a video, and I really want you all to try it at least once, so I asked them personally. I didn't get contacted first; I contacted them first, and I reached out because I wanted you to try this good product at this kind price, so I brought a recommended item."
But the reaction was cold. Existing customers who proved purchases they had made from the brand expressed not just disappointment but anger. The brand's core customers are women, and its clean brand image—built on honest ingredients and formulations and gaining word of mouth to the point of ranking first in the cosmetics information platform "Hwahae" awards—made the collaboration with a so-called "female streamer" BJ, after not using models, provoke an outpouring of anger.
The brand's CEO apologized, saying, "There was an inadequate judgment that betrayed the values we have pursued and the trust of our customers," and took down the set planned with Juice Seyeon from the website. Still, as anger and membership cancellations continued, the company repeatedly apologized and tried to calm public sentiment.
This is not the first time Juice Seyeon's collaboration has been canceled. In November last year, the photo booth brand Photoism announced a collaboration, deleted the post after strong protests, and in Sept. 2024, Lee Suji announced Juice Seyeon's appearance on the YouTube channel "If drunk, an impersonator," then decided not to release the video after receiving protests.
Juice Seyeon, who had hoped to come into the spotlight through these cascading collaboration cancellations, remained in the shadows. But Juice Seyeon was quick to have blurred eyes. When the beauty brand apologized and removed the set from its website, Juice Seyeon said, "The set I prepared sold out early. Those who couldn't buy it, don't be too, too disappointed! I'll bring something good again, so just wait a little. Thank you so much to our Juices who showed interest," focusing on how great her influence was.
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