Citing that the five-member group KARA broke their contract by “damaging the company’s brand image by disrupting society”, clothing brand ASK revealed on the 24th that they had decided to seek 445 million won (around $400,000 USD) in damages from KARA’s parent company, DSP Media.
“The reason why we seek celebrity endorsements is to give off a positive image,” said in a statement by Real Company, the parent company behind ASK. Although KARA was scheduled to have six rounds of photo shoots with the company, they were only able to shoot only once because of the groups lawsuit against DSP Media.
“We found ourselves as a brand using a divided girl group as our endorsement models,” Real Company stated. Continuing they stated, “We suffered a lot of damage since it was too late to start searching for another model.”
ASK had struck a deal valued at about 380 million won (around $360,000 USD) in June last year, but was forced to cancel it this April amid the controversy surrounding KARA’s lawsuit.
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