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AMUSE Apologizes to Wonyoung Over China Sales Controversy

Author David Kim

Update September 10, 2026

Date September 10, 2026

IVE Wonyoung, whose former beauty brand AMUSE apologized over a Chinese sales channel controversy. (Photo / AMUSE)

AMUSE Apologizes to IVE’s Wonyoung Over China Sales Channel Controversy

Korean beauty brand AMUSE has apologized to IVE member Jang Wonyoung after controversial wording appeared in product listings on a Chinese sales channel, prompting protests from her fans.

The dispute centered on the phrase “Yingzi Tongkuan” (英子同款), which appeared in listings for products including cushions and lip cosmetics.

Chinese e-commerce commonly uses the term “Tongkuan” to describe an item identical to, or associated with, one worn or used by a celebrity. The controversy instead centered on “Yingzi” (英子).

Chinese Wonyoung fans argued that online spaces have used the term as a derogatory nickname targeting the IVE star, rather than as a neutral reference. A major Chinese fan community publicly demanded an explanation and apology after screenshots of the listings spread online.

That distinction is important: the characterization of “Yingzi” as a derogatory term comes from fans familiar with the Chinese online context. AMUSE itself described the wording as inappropriate in its response.

AMUSE Says the Store Was Not Directly Operated by the Brand

As criticism spread, AMUSE issued an apology addressed to Wonyoung, her fans and consumers following the controversy.

The company said the channel involved was not directly operated by AMUSE.

A former distributor independently ran the channel and sold leftover inventory. A distributor’s employee altered a product title about Wonyoung and added inappropriate wording without review. AMUSE admitted third-party operation did not remove its responsibility, since the seller used its branding.

AMUSE ordered a review of product titles and posts, requiring removal or correction of unapproved material.

The company further announced that it would clear the remaining inventory and end the channel’s operation earlier than planned.

Why the Wording Triggered Such a Strong Reaction

The backlash carried additional weight because Wonyoung and AMUSE had been closely associated for years.

Wonyoung helped front the brand during a period of rapid growth, and products including AMUSE’s Jel-Fit Tint became widely known among consumers as “Wonyoung tint.” The idol’s image was particularly important in introducing the Korean beauty brand to younger consumers at home and abroad.

That history helps explain why fans treated the Chinese listing as more than an ordinary translation or e-commerce mistake.

For them, the issue was not simply what an outside distributor wrote. The issue was whether a company that profited from a K-pop star’s name and image had adequate controls to protect the artist’s representation in another market.

A Wider Lesson for K-Pop Brand Partnerships

The controversy also highlights a challenge that extends beyond Wonyoung and AMUSE.

K-pop stars increasingly act as global ambassadors for fashion and beauty companies, and regional distributors, e-commerce stores, and outside marketing partners sell the products they promote.

This dynamic creates a potential gap between the entities that control sales channels and the artists whose reputations those channels affect.

AMUSE responded notably by acknowledging its oversight responsibility rather than relying solely on the claim that an independent operator managed the offending channel. The company promised to tighten its monitoring of partner channels and promotional material involving artists.

For international brands built partly through K-pop fandom, that distinction matters. Fans do not necessarily separate a distributor’s mistake from the name on the product.

In Wonyoung’s case, a few words in a Chinese product listing were enough to become a cross-border reputational issue.

AMUSE’s fast decision to apologize and review its sales channels shows how quickly local e-commerce language can become a global K-pop brand problem.