Since the ongoing controversy involving the late Kim Sae Ron and Kim Soo Hyun, multiple media reports have been made of brands cutting ties with Kim Soo Hyun.
As one of the leading actors in the Korean entertainment industry, Kim Soo Hyun has been endorsing various brands including Jo Malone London, Tous Les Jours, Dinto, and more. Many of these brands have been announcing their contract termination with the actor this week.
However, insiders recently claimed that the outdoor sportswear brand 'Eider' is considering keeping its partnership with Kim Soo Hyun.
Then on March 21, there were new media reports that Eider is now ending its contract with the actor.
Netizens have discovered that 'Eider' has also removed all content related to Kim Soo Hyun from their official YouTube channel and social media, putting weight on the reports that the brand is cutting ties with the actor.
One netizen pointed out that the flagship store in Myungdong, one of the busiest shopping locations, has removed Kim Soo Hyun's photo from their storefront in two days.
Not only that Eider's Weibo account posted a statement clarifying that the Chinese branch of the brand is not engaged in any partnerships with Kim Soo Hyun. The brand explained, "Currently, EIDER is not engaged in any official model (spokesperson) partnerships in the Chinese market. Regarding the recent incident involving model Kim Soo Hyun in South Korea, we have already withdrawn all advertisements and promotional materials related to him in the Korean market. Our legal team is currently proceeding with contract termination procedures. We kindly ask consumers to assess online information rationally and avoid any confusion caused by misunderstandings."
Following Eider's Weibo account statement, Korean netizens are speculating that Eider Korea will soon release an official statement about its contract termination.
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