BTS member V is once again at the center of a dispute over image rights, this time involving the local government of Chuncheon. The city had secured a 1 billion won tourism revitalization project, but controversy arose when officials used a photo of V, taken during his visit to Chuncheon, without seeking permission from V or his agency, BigHit Music. As part of the project, Chuncheon planned to create a “V Photo Zone” and other attractions based on his likeness.
BigHit Music quickly responded by formally requesting the removal of V’s image from the project. The issue came to light after a press release from the city followed a social media post by Chuncheon’s Mayor, Yuk Dong Han. The post, which featured a photo of the mayor sitting in the same spot where V had been during his military training, gained significant attention and was used to promote the Chuncheon Folk Flea Market. The photo quickly garnered over 1,700 reactions, further emphasizing V’s role in the city’s promotional efforts.
A city official shared with the Korean newspaper Segye Ilbo that the agency had not directly demanded the removal of V’s photos but had proactively issued a statement to avoid potential controversy. They explained that BigHit Music’s primary concern appeared to be the creation of photo zones featuring V’s likeness, rather than the photos themselves. Many local governments have increasingly been using BTS-related sites to boost tourism, which has led to numerous copyright issues.
BigHit Music has a history of taking legal action over unauthorized commercial uses of BTS members’ images. In the past, the agency successfully forced the removal of a BTS-themed bus stop in Jumunjin, which was linked to the group’s 2017 album You Never Walk Alone, as well as a BTS Photo Zone in Samcheok Si, Gangwon Do. The ongoing disputes between local governments and BigHit Music over image rights were further highlighted in July 2021, when Samcheok Si reinstated sculptures that were part of BTS’ Butter album filming at Maengbang Beach.
