MAKING SENSE OF NEW JEANS BEING THE HIGHEST PAID SEOUL TOURISM AMBASSADOR

SOURCE: https://m.entertain.naver.com/article/408/0000241526

It was revealed that among the Seoul Metropolitan Government's public relations ambassadors, the idol group New Jeans received the highest payment of 240 million won.

According to data on ambassador compensation from the Seoul Metropolitan Government over the past five years (2020-2024), requested by Rep. Kim Hye-young (People Power Party, Gwangjin 4) of the Culture, Sports, and Tourism Committee of the Seoul Metropolitan Council, New Jeans received 240 million won. This amount accounts for more than half of the total 450 million won paid to 55 public relations ambassadors for Seoul during this period, making it the highest payment to any individual or group. Typically, public relations ambassador roles in local governments are unpaid honorary positions, but the Seoul Metropolitan Government reportedly compensated ambassadors at a level comparable to private sector rates.

New Jeans was appointed as a public relations ambassador for Seoul City early last year alongside YouTuber Shuka World and TikToker Onoppa. Since then, the group has participated in various city events, including Seoul Fashion Week.

Article 6 of the 'Seoul Metropolitan Government Public Relations Ambassador Operation Ordinance' specifies that these roles are honorary and unpaid. Rep. Kim Hye-young stated, “The fundamental principle of a public relations ambassador is to volunteer their talent, but I recognize that necessary expenses can be covered as per the ordinance.” However, she pointed out that “the amount New Jeans received goes beyond travel expenses and should essentially be seen as compensation for promotional activities.”

Currently, there are 34 public relations ambassadors for Seoul, including soprano Jo Su-mi, national actors Choi Bool-am, Noh Joo-hyun, Gil Yong-woo, Kim Na-woon, and Park Jin-hee, as well as singers Sean, Lee Young-ji, and Lee Seok-hoon, and broadcasters Kim Tae-gyun, Kim Mi-hwa, Sayuri, Kim Yong-myung, Hong Hyun-hee, Jay Sean, Alberto Mondi, and Daniel Lindemann. Of these, 29 ambassadors donated their services without compensation, while 23 received payments from the Seoul Metropolitan Government at least once. Aside from New Jeans, another ambassador with a background in design received 40 million won, and a broadcasting figure received 25 million won.

A representative from Seoul’s Public Relations Planning Office explained, “In cases where public relations ambassadors received high payments, they were compensated at rates consistent with private sector standards.”

NOTE: I don't see anything wrong if someone gets paid for the use of their brand FOR AS LONG AS they are able to prove result. So, the bigger question is, how much have they brought in to Seoul through Tourism.

Everyone here knows that every investment must yield result. So, how is Seoul measuring result? They are using taxpayer's money. They need to report it back to Seoul residents.

while it differs from industry to industry, marketing or advertising has to account for, AT MOST, 5% of the revenue. 450M WON is around $175,000. They should bring in $1.75M to break even. Earnings would come in the form of taxes from what tourists buy and other travel-related taxes, use of government facilities like trains and busses, and others.