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Why is Noze's brand controversy a big deal? SWF fans slam her for crying as she 'still didn't apologize'

Dancer and choreographer Noze was called out for delaying or deleting sponsored Instagram posts of small brands

Dancer and choreographer Noze (stylized as no:ze) has landed herself in hot water after allegedly discriminating against smaller brands who sponsored her. She first went viral in 2020 while being a backup dancer for EXO Kai’s ‘Mmmh’. She then turned heads after she joined dance survival show ‘Street Woman Fighter’ (SWF). Noze then shot to new heights of fame when she created the viral choreography for ‘Hey Mama’ for an SWF mission. Considered one of the famous participants of SWF, she has been getting several projects from appearing on variety shows and magazine covers to endorsing the likes of Gucci and Calvin Klein.

However, on July 4 reports came in from smaller brands that despite paying Noze to endorse their products, she would either delay posting the images on Instagram or would take them down after a while. The brands claimed it affected their collection launches as she would post the products after the promotional period was over. Her agency posted two statements – in one they claimed that there was a miscommunication and in the second they apologized for the team’s inability to keep their promise to the brands. Fans also noticed that she had however kept up her brand posts for big companies like Fendi and Burberry. Then during the SWF reunion concert, we had Noze indirectly addressing the brand controversy by crying.

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Noze tears up while addressing brand controversy

The participating crews of ‘Street Woman Fighter’ had a reunion concert on July 9 and 10 in Seoul. During the last concert, the dancers gave their ending ments where they thank fans and show their gratitude. For Noze’s ment, after the audience cheered for her she started crying. She then says, “I just want people to know one thing. We are not people who did not work hard for a single moment.” While her fans supported her as they claimed it was her team’s mistake regarding the brand controversy, other users and Knetizens did not appreciate her crying.

Brand deals are a huge deal for celebrities in South Korea as companies prefer roping in popular faces rather than models to sponsor their products. Research also suggests that Knetizens’ purchase power seemed to be influenced by the brands that their favorite celebrities endorse. And while getting brand deals is a marker of success it is also a chance for budding personalities to reach new heights of fame by being roped in by popular brands. This was seen in the case of Netflix star and influencer FreeZia aka Song Jia who was later dropped by the general public after they found out she was sporting fake designer outfits and claiming they were real.

Knetizens react bluntly

Noze got a similar reaction with Knetizens pointing out that instead of apologizing for breaking her contracts with the small brands she had simply cried. One user had made comments like, “It's true that they have no business ethics. What a disappointment.” A Knetizen questioned her ending ment, “Why did she talk about working hard? Who asked? Apologize.” Another wrote, “What does hard work have to do with bullying [small brands]? You seem to have a bullsh*t philosophy that if you work hard, you shouldn't be criticized even if you do your best. And did you work hard for yourself? When everyone is working, try hard.”

One user pointed out, “But it's really disgusting ㅋㅋ Of course, there were people who criticized Noze’s skills at this time, but the main controversy was about her brand controversy, it's embarrassing to mention [other dancers].” Another said, “What about the advertising team at those small companies that you ripped off. They worked hard too.” One Knetz was blunt, "What is she even saying?? She should reimburse the small companies she scammed, seriously seeing her cry is even worse for her."

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‘Kinda sad’

Another observed, “Choosing to only advertise luxury brands is something. a bit cocky? yes, but not that bad. but taking money from small businesses to advertise their product and neglecting them by not responding and deleting the post after a short period is just mean and unprofessional. she's pretty much scamming these smaller companies. Gross.” One shared, “Kinda sad how she’s kissing the feet of luxury brands but totally ignoring small business while they probably spend every little penny they have for advertisements. She shouldn’t just have accepted the ad if she wants to filter her ig feed so bad to make it seem she’s more in demand with luxury brands. A simple no could’ve saved her career but anyway.” Another fan added, “No offense but Noze still didn't apologise for her big headed attitude towards smaller brands and completely mistreating those. So here all of a sudden she cried and it doesn't look genuine. Looks like she was shedding crocodile tears just to gain the sympathy of the public.”

This article contains remarks made on the Internet by individual people and organizations. MEAWW cannot confirm them independently and does not support claims or opinions being made online.