Blackpink Shopee Commercial Receives Warning From Indonesian Broadcasting Commission

E-retailer Shopee has accepted the deal with K-pop group Blackpink as its first-ever regional brand ambassador, part of its partnership with YG Group in Southeast Asia and Taiwan.

Under the deal with Shopee, Blackpink have also starred in a commercial film and played a live gig in Indonesia to promote Shopee’s 12.12 Birthday Sale. Shopee aims to extend its leadership position in the region by targeting a mobile-first generation with brand ambassadors that embody the same hyper-charged growth and ambition. BLACKPINK,

Shopee said, captures that brand ethos and its partnership underscores the company’s aspirations for the region. To date, the commercial has already garnered over 30m YouTube views. A YG Official Store was also launched on Shopee across markets in the region, offering Kpop fans access to a range of official merchandise.

“We are confident that this partnership will allow us to tap on Shopee’s extensive reach to further expand the YG branding, and to collaboratively create more unique experiences for YG fans and Shopee users across the region,” said Hae Min You, director of business development department of YG Entertainment and YG PLUS

“We look forward to working with [Blackpink and] YG Group to co-create exciting initiatives that can engage with, and bring Shopee users from all across the region together; starting with Shopee 12.12 Birthday Sale,” said Chris Feng, CEO of Shopee.

Since the release of the Shopee Blackpink commercial, the Indonesian Broadcasting Commission (KPI) have sent out warning letters to 11 television stations in Indonesia for broadcasting a commercial of the online marketplace Shopee and a “Shopee Road to 12.12 Birthday Sale” program that featured South Korean girl group BLACKPINK.

According to the Jakarta Post, a letter was posted on the KPI’s official website and reportedly signed by KPI head Yuliandre Darwis – said the commercial and program failed to adhere to decency norms as stated in the Broadcasting Code of Conduct and Program Standards (P3SPS) and that the commercial has potentially violated Article 9 (1) of the P3SPS.

An upcoming concert on Feb 23, 2019 is set to take place in Malaysia. Fans can head to the YG Entertainment Official Store at Shopee to purchase the discounted tickets.

The 4-year old company has recently secured agreements with the Malaysian Premier League, music streaming platform Joox’s Thailand Top 100 and Cycle Asia Philippines – in the last two quarters. This marks a clear strategy to invest ahead of its bonanza birthday sale in the busy pre-Christmas period.



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