Leading South Korean children’s apparel brand, Susu & Cra, has issued a public apology following accusations of copyright infringement and unethical AI image modification. The controversy stems from their unauthorized use and subsequent artificial intelligence alteration of a photograph belonging to Boni Moire, a smaller Korean bedding company.
The dispute ignited on Friday after Boni Moire publicly alleged via a Threads post that Susu & Cra had misappropriated an image of a sleeping young boy. The original photograph was reportedly modified using AI before being incorporated into Susu & Cra’s promotional campaigns without the rightful owner’s consent.
In a powerful statement, Boni Moire recounted, “It looks like my son’s photo,” detailing the specific AI alterations made to the image, including changes to “the boy’s hair color, hand, and blanket.” Boni Moire confirmed possession of the original photo, which was posted on May 8th, while highlighting Susu & Cra’s subsequent use of the modified version across their official Instagram, website pop-ups, and various advertising platforms.
The Threads post quickly gained traction, with users identifying noticeable AI-generated inconsistencies and flaws within Susu & Cra’s modified image.
Beyond copyright concerns, a significant wave of criticism emerged regarding the perceived racial alteration of the child in the photograph, who was modified to exhibit typically European features, including fairer skin and hair. This specific change raised deeper ethical questions about representation and brand values.
In response to the growing controversy, Susu & Cra issued a public apology on Saturday, unequivocally admitting to the unauthorized use and AI modification of Boni Moire’s copyrighted photograph.
In their official statement, the company explained, “The company became aware afterward that the image was generated using AI based on an existing copyrighted photograph. As soon as we confirmed the issue, we removed the post.” They further extended a heartfelt apology, stating, “We sincerely bow our heads in apology for causing concern and disappointment to everyone who has supported our brand.”
Despite this swift apology, the children’s clothing brand continues to face significant public backlash and criticism.
Commenters widely asserted that the incident transcends mere copyright infringement, highlighting more profound ethical and social implications.
A prominent comment under Susu & Cra’s apology post articulated the widespread sentiment: “You’re a children’s clothing company, yet this clearly shows how you treat children. You used the child of a small business owner in the same industry and even changed the child’s race. This isn’t just a copyright issue.” This underscored the strong public reaction to the brand’s actions.
Susu & Cra operates as the flagship brand of Mable, a prominent South Korean children’s apparel company, known for its extensive presence across department stores and outlet malls nationwide.
Notably, Susu & Cra consistently ranks among the top three newborn clothing brands in South Korea, according to major department store operators like Shinsegae, Lotte, and Hyundai, positioning it alongside industry leaders such as Moonya Moonya and Benebene.
In a testament to its market strength, Mable reported impressive financial results last year, with 38.8 billion won ($25 million) in revenue and 6 billion won in operating profit. These figures represent substantial year-over-year increases of 23.4 percent and 34.5 percent, respectively, highlighting the company’s significant growth prior to this controversy.
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