Japanese Idol Known for Anti-Korean Behavior Selected as Model for Domestic Cosmetics Brand, Sparking Controversy

by Kim Eunha

Published 28 Apr.2024 16:02(KST)

Updated 29 Apr.2024 08:18(KST)

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Korean Company Hires Local Japanese Model

Japanese idol Hirano Sho, known for making anti-Korean remarks, has been selected as a model for a Korean cosmetics brand, sparking controversy.

Photo by Hirano Sho SNS

On the 25th, Japanese media outlet Oricon News reported that a Korean cosmetics company had chosen Hirano Sho as the advertising model for its hair care line. The company primarily sells cosmetics and beauty products in Korea and Japan, and they appointed Hirano as their Japanese model.

Professor Seo Kyung-deok of Sungshin Women's University stated on the 28th, "No matter how important business is, it is an act of disregarding Korean consumers for a Korean company to select a local celebrity who repeatedly makes anti-Korean remarks as a model." He added, "While model selection is a company's right, they must remember that appointing a model who disrespects Korea will first lead to being ignored by their own citizens."

Hirano visited Korea in March for a broadcast shoot and caused controversy by making anti-Korean remarks. When the host asked Hirano if he knew any Korean, he gave strange answers such as "wo ai ni," "xie xie," and "Peking duck." When asked about the capital of Korea, he answered "Baku" (the Japanese pronunciation of the Korean surname Park) and said, "There are surprisingly tall buildings here." In the interview, Hirano continued his indifferent attitude and even referred to Korea's currency unit as "berry." Additionally, Hirano described his visit to Korea not as "naehan (來韓)" but as "naeil (來日)," a term mainly used by right-wing groups in Japan to belittle Korea as a Japanese colony. This led to criticism that Hirano was showing an anti-Korean perspective.