Companies are rapidly distancing themselves from actor Kim Soo Hyun following allegations that he dated the late actress Kim Sae Ron when she was a minor, with his advertising presence virtually disappearing overnight.
CJ Foodville’s bakery chain Tous Les Jours confirmed today they will not renew their contract with the actor. “Kim Soo Hyun’s contract expires this month,” a CJ Foodville representative told Yonhap News. “We will not be extending it.”
The bakery chain has already scrubbed all content featuring Kim from their official Instagram account, which previously showcased multiple posts with the actor. Visits to Tous Les Jours locations in Seoul’s Gwanghwamun and Mapo districts revealed that all in-store promotional materials featuring Kim have been removed.
CJ Foodville had only recently brought Kim back as their brand ambassador in September 2024 after a nine-year hiatus, following his previous stint as Tous Les Jours model from 2012-2015.
Retail giant Homeplus, which re-signed Kim as their 28th anniversary campaign model just last month, has also begun limiting his visibility. While the actor was featured in their recent “Homerun” promotion that ended yesterday, the company confirmed he will not appear in their upcoming “Encore! Homerun Is Back” event running from today until March 19.
Yesterday, Homeplus stated they would “decide after confirming the exact situation” regarding their contract with Kim, indicating no official changes had been made yet.
K2 Korea Group’s outdoor brand Eider has completely removed Kim from their website and social media channels. Their online platforms now feature only IVE’s Jang Won Young, who co-starred with Kim in their outdoor photoshoot released last month.
Kim’s agency Gold Medalist continues to deny the allegations, announcing they will release an official statement next week.
Key Updates:
- Tous Les Jours confirms contract will not be renewed
- All Kim Soo Hyun Instagram content deleted by brands
- Homeplus removes actor from current promotion
- Eider completely scrubs actor from digital platforms
Keywords: Kim Soo Hyun advertising, Tous Les Jours contract, Korean endorsement controversy #KimSooHyun #KoreanAdvertising #BrandControversy
