Following the controversy involving Kim Soo Hyun's name which was said to be the cause of Kim Sae Ron ending her life, it had a fatal impact on the career of the Queen of Tears star. Strong criticism was shown by the public, including famous business brands that previously appointed Kim Soo Hyun as brand ambassadors, now one by one they have begun to terminate their cooperation contracts with Kim Soo Hyun.
Most recently, Cuckoo China issued an official statement on March 18, 2025 that they would stop all promotional activities involving Kim Soo Hyun and replace all official platform content that featured his image. It is known that Kim Soo Hyun was appointed as a brand model for Cuckoo in China, Vietnam and Indonesia since March 1, 2025.
Less than a month, their cooperation contract was forced to end. Further developments regarding his relationship with the brand are still under review. "We have decided to completely suspend all brand promotional activities related to Kim Soo Hyun and will immediately replace all image materials featuring him on our official platforms.
We will also suspend all ongoing marketing plans related to him and form a special task force to continue monitoring the situation," Cuckoo China said. Even though Kim Soo Hyun's agency, Gold Medalist, has denied several accusations directed at their artist, this has not softened the public's reaction. Previously, luxury brands Prada, Dinto and bakery chain Tous Les Jours were reported to have cut ties with the actor.
The growing uncertainty surrounding Kim Soo Hyun's career is expected to put great pressure on the advertising industry. For additional information, Cuckoo is present in more than 30 countries around the world which was founded by a father and son pair, Mr. Koo Ja-Shin and Mr. Koo Bon-Hak. They started Cuckoo as a rice cooker manufacturer since 1978.
Cuckoo is the number 1 brand in Korea for electronic kitchen and home appliances that excels in innovative products and services that go beyond standards. Not stopping there, regarding Kim Soo Hyun's fan meeting in Taiwan where he was scheduled to appear at the '7-Eleven Cherry Blossom Festival' in Kaohsiung on March 30, 2025, it is likely to be canceled.
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