Korean actor Kim Soo Hyun is starting to be abandoned by companies from brands that previously collaborated with him. According to local media reports, many brands have decided to leave Kim Soo Hyun after his controversy with Kim Sae Ron grew bigger.
The brands took quick steps so that their companies would not be affected by the controversy. Most recently, British perfume and scented candle brand Jo Malone London has ended its collaboration with Kim Soo Hyun who was previously appointed as the brand ambassador in Asia.
Korean discount retail chain HomePlus has also pulled all ads featuring the Queen of Tears star . They are also considering terminating her advertising contract. "We have withdrawn all advertisements featuring Kim Soo Hyun.
We are currently considering terminating his advertisement contract," a statement from HomePlus reported Allkpop. Of the many brands that want to terminate their contracts, there is one brand that reportedly wants to maintain its partnership with Kim Soo Hyun.
That brand is Eider, a French company that produces sportswear for mountaineering and ice climbing. The brand is said to be maintaining its endorsement deal. Kim Soo Hyun has been an endorsement model for Eider since August 2023.
Due to the news, many people have given harsh criticism to the brand. " I will never buy that brand again ," said a netizen. " It's a good thing I never bought anything from this brand, because I probably never would have ," wrote another.
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