On July 16th, broadcaster Jo Se-ho uploaded a video titled "This Time I'll Really Show You? From the Closet to the Bedroom! Se-ho's Living Space Revealed" on his YouTube channel.
Initially, he addressed previous criticism for only partially showing his home, explaining that some segments had to be filmed due to brand-related content.
Jo Se-ho then moved to his bedroom, describing it as a comfortable space designed to ensure a good night's sleep. He showcased his bed and a display cabinet, and mentioned that the closet's neat organization was inspired by his girlfriend's ideas.
However, the video soon transitioned into a promotion for a fashion brand, with Jo Se-ho highlighting clothes and bags from the brand. This included a segment where he visited the brand's offline store to choose a bag for his girlfriend, ending with him purchasing a product.
The video sparked disappointment among viewers, with many criticizing the heavy emphasis on advertisements. Comments ranged from defending the necessity of product placements to expressing frustration over the misleading video title and content. Some viewers noted that such content deterred them from clicking on future videos, and others felt the brand endorsements overshadowed the genuine personal content they were expecting.
In response to the backlash, Jo Se-ho changed the video title to "Buying a Gift for My Girlfriend. Will You Get Ready With Me?? Get Ready With Se-ho." Despite the adjustments, many subscribers still voiced their dissatisfaction, labeling the content as misleading and expressing hope that Jo Se-ho would address their preferences in future videos.
The situation highlights the challenge for celebrities in balancing sponsorships with authentic content that resonates with their audience on more personal platforms like YouTube.
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