Popular Brand Fires Kim Soo Hyun As Model Just 20 Days After Signing Him

As various allegations surrounding actor Kim Soo Hyun continue, the wave of brands cutting ties with him is continuing. On March 18, 2025, Cuckoo China released a statement saying that they would be suspending all promotional activities related to him.

“We will immediately suspend all promotional activities related to Kim Soo Hyun and replace all image materials featuring him on official platforms. We will halt all marketing plans involving him and form a special task force to continuously monitor the progress of the situation.”

Additionally, the brand has completely deleted all image advertisements featuring him. The brand is known for their electric appliances, in particular, their rice cookers.

Amid expectations surrounding the potential lifting of the Korean Wave ban, Kim Soo Hyun was appointed as a model for the brand in China, Vietnam, and Indonesia on March 1, 2025.

Just a mere 17 days after this was announced, due to his recent personal life controversies, his advertising appearances have ultimately been halted. The brand is also reportedly considering legal action against Kim Soo Hyun.