After the recent controversy surrounding the late Kim Sae Ron and Kim Soo Hyun, there have been numerous reports from various media outlets indicating that several companies are ending their partnerships with Kim Soo Hyun.

Kim Soo Hyun, a prominent actor in the Korean entertainment scene, has been associated with several brands such as Jo Malone London, Tous Les Jours, and Dinto. Many of these brands have publicized their decision to terminate their contracts with the actor in the past week.

Despite this, sources have suggested that the outdoor sportswear brand 'Eider' may choose to continue its collaboration with Kim Soo Hyun. Nevertheless, recent reports on March 21 revealed that Eider has decided to sever ties with the actor.

Observant netizens noticed that 'Eider' has deleted all content related to Kim Soo Hyun from their official social media accounts and YouTube channel, adding weight to the reports of the brand disassociating from the actor.

In a noteworthy move, the flagship store in Myungdong swiftly removed Kim Soo Hyun's image from its storefront just two days after the incident. Additionally, Eider's Weibo account clarified that their Chinese branch does not have any official partnerships with Kim Soo Hyun. The brand stated that they are in the process of terminating their contract with Kim Soo Hyun and have removed all advertisements and promotional materials related to him, urging consumers to evaluate online information sensibly.

In light of Eider's statement on Weibo, Korean internet users anticipate an official announcement from Eider Korea regarding the termination of their contract with Kim Soo Hyun.