Former BLACKPINK member and singer Jennie has officially apologized for the indoor smoking controversy.
Although the situation has been contained, the damage to her long-established image seems unavoidable.
On the 9th, Jennie's agency, Odd Atelier (OA), stated, "We sincerely apologize to everyone who felt discomfort due to Jennie's actions in the content released on the 2nd."
They added, "Jennie also reflects on the fact that she smoked indoors and caused inconvenience to other staff members.
She has personally contacted the staff who were present at the time to apologize."
The controversy began with a vlog released on the 2nd, featuring Jennie after her first runway show on the island of Capri, Italy.
The video included a scene where Jennie appeared to be smoking an object presumed to be an e-cigarette while receiving makeup. Although the scene was quickly deleted, screenshots had already spread through online communities, amplifying the controversy.
There were two main points of contention.
First, the issue of indoor smoking.
Several celebrities have previously been criticized for indoor smoking, making it not just a personal preference but a social issue. Second, the makeup artist was present directly in front of Jennie during the smoking, interpreted as a lack of consideration for others, leading to further criticism.
Jennie's prompt apology is likely to prevent the situation from escalating further.
However, it is clear that this incident has damaged the image Jennie has built over the years.
This incident, occurring as Jennie has been actively pursuing her solo career after ending her exclusive contract with BLACKPINK and establishing her own label, is expected to significantly impact her future activities.
An entertainment industry insider commented, "Jennie's quick apology was an appropriate response," but added, "However, the 'indoor smoking' label will follow her for some time."
The insider also advised, "To recover her image, more careful behavior and proactive communication with fans will be necessary."
Meanwhile, cultural critic Kim suggested, "This incident highlights the need for social discussion on balancing celebrities' private lives and their responsibilities as public figures."
He added, "While respecting the personal preferences of adult celebrities, responsible behavior considering their influence as public figures is required in this era."
The focus now shifts to whether Jennie can overcome this controversy and re-establish herself as a global star.
Fans and the public will be watching her next steps closely to see how she approaches image recovery.
