Actor Kim Soo-hyun is experiencing a series of contract terminations in the advertising industry following controversies involving the late Kim Sae-ron. Notably, bakery brand Tous Les Jours has decided not to renew his contract, leading to the removal of all his promotional images from their Instagram and stores. Homeplus has also opted not to feature him in their latest campaign despite having him as a model for their 28th-anniversary advertisement. In addition, outdoor brand Eider has retracted their ads featuring Kim Soo-hyun, instead showcasing K-pop group Ive’s Jang Won-young. Kim Soo-hyun’s agency, Goldmedalist, has denied any allegations and plans to release an official statement next week. The advertising industry views these controversies as a burden on brands, which could affect Kim’s future in endorsements.
