An official from Lotte Chilsung spoke up about why the brand did not renew its contract with Han So Hee as their model for Chum Churum.

Last week, on March 20, Lotte Chilsung announced that Han So Hee's contract for the brand 'Chum Churum' concluded in early March and was not renewed after its one-year term.

This news attracted significant attention, as models for alcoholic beverages typically maintain their contracts for extended periods, often remaining as the brand's face for a longer duration than one year.

Suzy, who was the previous model for Chum Churum, represented the brand for 4 years, Lee Hyori represented the brand for 6 years, and actress Shin Min Ah was the model for 2 years. However, Han So Hee's contract was not renewed after just one year.

Regarding this matter, there was speculation that the contract was not renewed due to Han So Hee's recent dating controversy involving Hyeri and Ryu Jun Yeol. Industry insiders also pointed out that the activities of the advertising model and communication between management have a greater impact on contract extensions than romantic relationships.

However, on March 28, an official from Lotte Chilsung revealed the reason the brand decided to change the model for Chum Churum. This official explained, "We can't say that the dating news was completely irrelevant but there was an issue in the process. A celebrity is not only chosen as a model for their visuals but their character and overall activities are more important. Moreover, communication is important."

The official added, "In Han So Hee's case, she revealed her relationship to the public unilaterally. She engaged in arguments and unilaterally expressed her displeasure, eventually, she was unable to control her emotions and deleted her social media posts. In the long run, this incident demonstrated how this model might react in such a manner when faced with another issue."

The official concluded by pointing out, "While it's often said that true loyalty between a brand and its model means standing together through any circumstance, the actions Han So Hee displayed revealed an issue at a fundamental level. Therefore, a short-term contract is not only reasonable but also necessary."