A viral video from Milan sparked speculation when ATEEZ's San was spotted walking alongside an unidentified woman wearing a denim jacket and sunglasses. The footage circulated across social media, with some international fans speculating whether she was his girlfriend based on the two walking and smiling together.
The dating rumors have direct impact on San's reputation and privacy as a public figure, making the agency's swift clarification important for both the artist and his fanbase. Quick responses to such rumors help prevent misinformation from spreading further online.
On September 26, KQ Entertainment shut down the speculation by identifying the woman as a representative of the Milan-based luxury brand. The agency explained that San and the woman were simply heading out to purchase necessary items while attending Dolce & Gabbana's fashion show as a global ambassador during Milan Fashion Week. The agency also noted that the video made them appear alone, but a manager and local security were actually present in the background. San himself personally denied the rumors on the fan communication platform Fromm, writing, "I saw some dating rumors pop up, and they're not true… it's not like that."
San had traveled to Milan on September 21 to attend the high-profile luxury brand fashion show, an official work commitment unrelated to the rumors.