Korean Beauty Brand Accused Of “Disrespecting” IVE’s Wonyoung

Korean beauty brand AMUSE is facing backlash after its Chinese sales channel was spotted using a nickname associated with hate comments about IVE’s Jang Wonyoung in its product listings.

The controversy has drawn particular attention because Wonyoung had served as a model for the brand, with fans claiming that her contract with AMUSE had only recently come to an end.

Screenshots from AMUSE’s Chinese online storefront began circulating after fans noticed several products being advertised with the phrase “used by yingzi” in their names. The problem was the use of “yingzi.”

According to fans familiar with Wonyoung’s Chinese anti-fandom, the term has been used online as a derogatory nickname for the IVE member rather than as an ordinary Chinese rendering of her name. Fans claimed the nickname became widespread through negative posts and online attacks directed at Wonyoung.

As a result, seeing the term appear on what appeared to be AMUSE’s official overseas sales channel immediately caused outrage.

imagine acting bitter towards the person who literally made your brand… wonyoung turned this local brand into an international one and this is how they thank her for it pic.twitter.com/gvjTySGAC6

— َ (@wonyoexe) September 9, 2026

The timing only made the situation more sensitive. Wonyoung had previously been closely associated with AMUSE as one of the faces of the brand, and fans pointed out that the controversial listings surfaced after her modeling contract had ended.

Shame on you, AMUSE. Have you seriously forgotten who helped put your brand where it is today? Wonyoung gave AMUSE so much exposure, attention, and recognition, and this is how you choose to speak about your former ambassador after the contract ended?

— ★_flo.dl (@edlnlive) September 9, 2026

Some consequently interpreted the incident as especially disrespectful, questioning how a company that had worked directly with Wonyoung could allow a nickname reportedly used by her antis to appear in promotional copy.

what r with these brands thinking they are above the idol who literally made their brand, if it wasn’t for her nobody would really care about the brand…and not only that wonyoung has been such an amazing ambassador, so why would you think to disrespect her?

— 📹 (@aminurheartt) September 9, 2026

AMUSE has denied that the wording reflected the company’s intentions. Following the backlash, the brand issued an apology and explained that its Chinese sales channel was being operated by an external company. According to AMUSE, the third-party operator had used the controversial nickname and AMUSE itself had failed to properly review or catch the wording before it appeared publicly. The company apologized over the incident and its lack of oversight.

Amuse’ statement released on red note regarding the Jang Wonyoung issues pic.twitter.com/6Ef8cssXPm

— 장원영 JANG WONYOUNG’S STYLE (@wonyoungcloset) September 9, 2026

Still, the explanation has not completely satisfied fans. Critics argue that outsourcing the operation of an overseas storefront does not entirely absolve a brand of responsibility for how one of its former models is referenced while its products are being sold under the AMUSE name.