Jennie is embarrassed because she is no longer the hottest idol in Kpop: Her reputation has dropped, her contract is lost, she is "overtaken" by Jisoo

A Korean newspaper recently reported that Jennie was taken away by Han So Hee as a brand representative because she did not bring positive revenue. And yet, the female idol group Blackpink continued to fall in rank on the Kpop female idol's personal brand value chart for the month.

Not long ago, a famous beverage brand chose " Song Hye Kyo clone" Han So Hee as the representative model instead of Jennie (BLACKPINK). Initially, this information was not controversial, because it is normal for an artist to transfer the position of a representative to another at the end of an advertising contract.

But on March 18, the news that Han So Hee took over Jennie's position suddenly gained attention again, after Salgoonews revealed the deep reason why the brand chose a replacement. Accordingly, the Korean newspaper pointed out that Jennie lost her position of representative because she did not guarantee revenue for the brand.

Salgoonews quoted information from a character who is said to be an employee of a beverage brand: "We decided to change the advertising model from Jennie to Han So Hee after 2 years. Initially, the brand chose Jennie to refresh the image. image, but sales decline over time. This is unusual and the previous brand representatives Lee Hyori and Suzy both continued their advertising contracts for a long time."

Salgoonews reported that Lee Hyori worked as a model for a beverage brand from 2007 to 2012, while Suzy also held this position for about 5 years. Jennie's contract ended after 2 years as a representative.

However, the information in the above article was found to be incorrect. In fact, the sales situation of beverage brands during Jennie's time as a representative was not gloomy and depressed. In contrast, the BLACKPINK beauties also help the brand grow revenue.

In the financial report published in January of this year, the beverage brand was pleased to share its business results that exceeded expectations. Accordingly, the brand's export revenue in the third quarter of 2022 increased by 14.9% compared to the same period in 2021. The brand also emphasized that Jennie has made great achievements to help them get impressive business results. statue. In short, there is no way that the female singer caused sales to drop and was rejected by the brand.

In addition to the news that the contract was terminated because of declining sales, Jennie also dropped in the rankings of the personal brand value rankings of the female Kpop idol.

Specifically, the Korean Business Reputation Institute has announced the brand value rankings of each g.irl group member in March.

According to the Korea Corporate Reputation Institute's big data analysis for March, NewJeans' Minji continued to rank first in terms of personal brand value, followed by Blackpinj's Jisoo at second and Jennie's bandmate Jisoo, ranked third. Their respective brand equity metrics are as follows:

NewJeans' Minji topped the list with a brand value index of 5,061,6587, up 4.0% month-on-month and maintaining its top spot.

Coming in second is Blackpink's Jisoo with an index of 4,902,969, also up 44.15% from the previous month and having an impressive jump from the previous top 6 position. This result is not too surprising because Blackpink's eldest sister is about to debut her first solo product, so her name is more noticeable than the rest of the group.

In third place is Blackpink's Jennie with 4,423,131, up 1.39% from last month and falling to 3rd place. Explaining Jennie's drop in rank, many people think that the female idol has been in a row over the past time. The scandal, especially the dating rumors with V (BTS) or the reunion with Kai, has greatly affected her image.

Meanwhile, big data analysis shows that the terms most commonly associated with Minji are "chic", "cute", and "innocent". On the other hand, a member's keyword analysis showed that "million sellers," "Ditto" and "Billboard" were the most commonly searched terms.

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