Samsung Electronics is considering ending its brand ambassador contract with K-pop star Suga in light of the controversy surrounding his drunk driving incident. A source familiar with the situation emphasized the potential risks of associating the brand with someone involved in a social controversy, indicating that careful consideration is necessary. However, Samsung clarified that any decision regarding Suga's involvement in promotions would depend on his status within BTS, as the company's contract is with the group as a whole. The situation has garnered attention both domestically and internationally, with Samsung Germany removing promotional photos of Suga featuring the Samsung Galaxy S24 Ultra. The partnership between Samsung and BTS, which began in February 2020, was aimed at leveraging the group's global appeal to reach a wider audience, particularly among millennials and Gen Z. Suga's strong endorsement of Samsung products as a brand ambassador has been notable, but the recent DUI case has raised questions about his continued presence in advertisements. As of now, Samsung has declined to provide further comments on the matter.