As per media reports on March 21 KST, many local retailers are swiftly severing ties with actor Kim Soo Hyun. Earlier, it was disclosed that 'Jo Malone London' had ended its collaboration with Kim Soo Hyun, who was the brand's Asia ambassador.

A representative from HomePlus mentioned, "We have removed all ads with Kim Soo Hyun and are exploring the possibility of ending his ad contract." CJ Foodville brand 'TOUS les JOURS' confirmed that Kim Soo Hyun's contract had expired in February and had not been renewed. Additionally, the vegan beauty brand 'Dinto', which recently signed Kim Soo Hyun as its model, has decided to halt all promotions involving him until further notice.

Despite this, sources indicated that the outdoor sportswear label 'Eider' is contemplating retaining its ad deal with Kim Soo Hyun, who has been its model since August 2023. Currently, 'Eider' has temporarily removed all ads featuring Kim Soo Hyun and is only showcasing content with their female model, Jang Won Young.

The news that 'Eider' might retain Kim Soo Hyun has sparked outrage among many internet users, with comments expressing disappointment and calls for boycotting the brand. In response to the backlash, 'Eider' clarified, stating, "We are considering ending his contract."

Moreover, 'Cuckoo China' has also suspended advertising featuring Kim Soo Hyun as the controversy grows.