AfreecaTV, a popular Korean internet streaming platform, is changing its service name to "SOOP," the same name as the agency representing Suzy (Management SOOP), despite ongoing legal disputes.
On August 27, industry sources revealed that AfreecaTV will rebrand its domestic service starting next month from AfreecaTV to SOOP. This move appears to be an effort to improve its image, which has been tarnished by the misconduct of some of its streamers (referred to as BJs on the platform).
Earlier, AfreecaTV had also changed its company name to "SOOP Co., Ltd.," causing a major uproar at Suzy's agency, SOOP, a subsidiary of Kakao Entertainment. The agency strongly opposes the move, stating that it damages the reputation they have built and negatively affects the image of their artists, including Suzy.
SOOP has filed a trademark infringement lawsuit against AfreecaTV in Seoul Central District Court, arguing that the platform's actions harm their brand and the image of their actors, which cannot be later repaired. Despite this, AfreecaTV is proceeding with the name change. The Google Play Store and Apple App Store are currently reviewing the new SOOP-branded mobile application.
Once the app review is complete, the service name will be officially changed. AfreecaTV is also considering renaming "Star Balloons," a feature used to support BJs financially, similar to Twitch's Bits.
AfreecaTV, which has faced criticism for issues related to explicit content and gambling due to the actions of some BJs, is rebranding for the first time in 11 years in an attempt to refresh its image. They have also changed the term for BJs from "BJ (Broadcast Jockey)" to "streamer."
AfreecaTV maintains that this rebranding has no connection with Suzy's agency, SOOP. However, AfreecaTV BJ Gam Dong-ran (real name Kim So-eun) criticized the platform, saying, "They’re desperately trying to clean up their image by changing their name, but it’s hypocritical when you see how lenient they are towards serious crimes like drug dealing, prostitution, and illegal gambling."
She added, "Even those who serve time or become embroiled in scandals can return without any issues and make tens of thousands or even millions (in KRW) every month."
Gamdongran further commented, "BJs cluster together with the wealthy to make money, and to stay in their circle, you have to participate in drugs and sex. If you don’t, you won’t be included or receive support (like Star Balloons)."
In response to the name change, Suzy’s agency, Management SOOP, urged people to avoid confusion and unnecessary harm, stating that they will firmly respond to any actions that unjustly infringe on their rights and those of their artists.
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