Top Actor Replaces Kim Soo Hyun As “Eider” Model, Sparking Heated Reactions

Actor Nam Joo Hyuk has stepped into a new role as the face of outdoor fashion brand Eider, filling the spot previously held by Kim Soo Hyun. The announcement has quickly become a trending topic, with many netizens weighing in on whether the brand made the right move.

On August 20, Eider revealed that Nam Joo Hyuk had been selected as their newest model. The company explained that his “confidence, charisma, and ability to pull off a wide range of fashion styles” matched the brand’s vision of showcasing outdoor looks that balance both function and style. With his image, Eider hopes to bring a fresh appeal to their upcoming 2025  collection.

Nam Joo Hyuk’s new partnership with Eider marks the continuation of his career as one of Korea’s most recognizable actors, but reactions online have been mixed due to his previous school bullying accusations.  The actor’s name previously made headlines due to school bullying allegations, but the case has since been resolved in his favor. On April 8, Sports KyungHyang reported that the accuser was found guilty of defamation after the claims were proven to be fabricated and leaked to an online outlet.

Nam Joo Hyuk’s Bullying Controversy Reignited After Court Verdict

Some fans welcomed the choice, pointing out the controversy against him was already resolved as false, while others were more skeptical about the timing of his appointment.

• “This is a joke post, right?”
• “What’s going on with their marketing team?”
• “Wasn’t there some controversy here??”
• “I got curious and looked up Nam Joo Hyuk’s controversy. It seems it was settled last year as false accusations/defamation. Poor guy, he was such a rising star… I hope things go well for him now.”
• “LOL”
• “Oh.. LOL”