The selection of Shenseea and her son Raj as brand ambassadors for Trinidad and Tobago’s Sunshine Snacks has ignited a debate about the appropriateness of such a partnership.

Activist Umar Abdullah criticized the choice, calling Shenseea’s music “hypersexualized” and expressing concern about the values the brand promotes, suggesting that this endorsement lacks the moral and ethical foundations expected from a reputable company.

Nicholas Lok Jack, deputy chairman and CEO of Associated Brands Group, however defended the decision, emphasizing Shenseea’s charitable contributions, particularly her efforts following Hurricane Beryl.

We chose Shenseea – and it’s not just her, but it’s also her son Raj – particularly for her community work as well as for her ability to bring awareness to the brand,” declared Lok Jack explaining that moving forward she would help with the company’s “charitable side of things” in Jamaica as well as being the brand’s regional ambassador.

Lok Jack clarified that the intention is not to sexualise children’s snacks and emphasized the cultural context of the partnership in Jamaica.

He noted that Shenseea would help elevate the brand’s charitable initiatives while also serving as a regional ambassador.

Shenseea expressed her excitement about the collaboration on social media, framing it as a recognition of her philanthropic efforts and a chance to spread positivity.