Samsung Electronics embroiled in controversy over its partnership with the "fake brand Supreme"
Samsung Electronics embroiled in controversy over its partnership with the "fake brand Supreme"
  • Lee Jun-sung
  • 승인 2018.12.12 10:20
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Samsung Electronics was embroiled in a controversy as it announced a partnership with the "fake brand Supreme" in China.

According to a number of foreign media outlets on Dec. 11, Samsung Electronics announced that it will work with fashion brand Supreme in the process of developing its products at an event to unveil the Galaxy A8s in Beijing on Dec. 10 (local time).

The two CEOs of Supreme, who joined the event together, announced that they will enter the Chinese market next year and build a seven-story flagship store in Beijing.

As Supreme is the U.S. street fashion brand opened in Manhattan, New York in 1994. The company secured loyal customers with its product line based on scarcity.

The problem is that Samsung Electronics has collaborated with a fake company that used the Supreme brand, not the New York-based "traditional" brand company.

Supreme Italy was created by illegally stealing the Supreme logo of New York. When the news of cooperation between Samsung Electronics and Supreme was heard, the New York-based Supreme explained through an official account, "Supreme does not cooperate with Samsung Electronics nor does it plan to set up a flagship store in Beijing, nor does it plan the Mercedes-Benz Runway Show."

It is not clear whether Samsung Electronics knew whether Supreme Italy was a pirated one or not. However, it is assumed that Leo Lau, senior manager of digital marketing in China, Samsung Electronics, said in his Weibo, "The object of Samsung Electronics' cooperation is not Supreme New York, but Supreme Italy." 

Whatever the truth is, Samsung Electronics seems to have a hard time avoiding criticism in China. As a result, Samsung helped the fake brand enter China. "Because this event was held by a Chinese corporation, we are looking into facts about this." said an official of Samsung Electronics.

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