Actor Kim Soo-hyun has reportedly been cut off just 20 days after being selected as the model for Cuckoo China.
According to Sports Kyunghyang on the 20th, Cuckoo China officially stated on the 18th, "We will completely halt all brand promotional activities related to Kim Soo-hyun and will immediately replace all image materials of Kim Soo-hyun posted on official platforms."
They also mentioned, "We will stop the related marketing plans that are in preparation" and "We will form a special task force to continuously track the progress of the incident." The brand is reported to have actually deleted advertisements related to Kim Soo-hyun.
Kim Soo-hyun has been active as a model for over 15 brands, including Shinhan Bank, Homeplus, Prada, Jo Malone, and Cuckoo. However, following the controversy surrounding the late Kim Sae-ron and allegations of a relationship with a minor, brands such as Prada, Tous Les Jours, and Dean & Deluca decided to terminate their contracts, while Homeplus, Eider, and K2 Korea have also begun to 'cut ties' by removing promotional photos.
Recently, numerous videos have been uploaded on social media platforms like TikTok, showing overseas fans discarding Kim Soo-hyun's promotional stands or removing advertisement photos.
