Kim Soo Hyun is facing another setback as foreign brands continue to distance themselves from him.
On March 18, Cuckoo China released an official statement, saying, "We are completely halting all brand promotional activities related to Kim Soo Hyun and will immediately replace all images of him posted on our official platforms."
The company further added, "We will suspend all related marketing plans currently in preparation and establish a special task force to track further developments."
Following this decision, the brand has completely stopped Kim Soo Hyun's promotional activities in China and removed all of his advertisements.
Kim Soo Hyun was previously selected as Cuckoo’s model for China, Vietnam, and Indonesia on March 1, raising hopes for a stronger presence in the Chinese market amid expectations of the "Hallyu ban" being lifted. However, as multiple personal controversies have surfaced, his brand endorsements are now being suspended, with further discussions ongoing.
The actor is currently embroiled in serious allegations, including claims that he was in a relationship with the late Kim Sae Ron when she was a minor and that he pressured her to repay debts, allegedly leading to her tragic passing.
His agency, Gold Medalist, has strongly denied these accusations, but the controversy continues to spread.
As the situation worsens, several brands have already ended their contracts with Kim Soo Hyun. Luxury brands such as Prada, Dinto, and Tous Les Jours have reportedly either terminated their deals or chosen not to renew them.
Meanwhile, concerns are also rising over his upcoming fan meeting for the Seven-Eleven Sakura Festival in Kaohsiung, Taiwan, on March 30. If the event is canceled, industry insiders estimate that the cancellation fee alone could reach 30 million yuan (approximately 1.32 billion KRW).
Currently, Kim Soo Hyun is an ambassador for more than 10 brands, and the growing controversy is expected to cause further ripples in the industry.
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