After her “stormy” trip to Hawaii, Han So Hee lost a lot of points in the eyes of many viewers. She announced that she was dating Ryu Jun Yeol, which led to a series of dramas with Hyeri – Ryu Jun Yeol’s ex-girlfriend.
In February 2023, the actress became a hot topic when she was chosen as a model for Lotte's soju brand Chum Churum. Most recently, the brand announced that the contract with Han So Hee expired in early March and was not renewed.
From a hot, beloved actress, Han So Hee lost points after her behavior when she announced her love for Ryu Jun Yeol.
At that time, Han So Hee was the model chosen by the brand to replace Jennie (BlackPink). The soju representative commented that she had a gentle smile and a delicate image that matched the brand's identity. The termination of the contract in the midst of a dating storm raised suspicions that Han So Hee had lost points with the brand. A year is a relatively short period of time for stars who have modeled for this brand before.
In addition, the contract with Nonghyup Bank has also ended after three years of cooperation. The bank is looking for a new star to replace the actress and will soon shoot a commercial. Previously, the bank's commercials featuring Han So Hee received great interaction with tens of millions of views.
Terminating advertising contracts is a common occurrence, coincidentally two of Han So Hee's contracts ended during the time she was involved in a love scandal.
A few days ago, Hey Dealer, the used car trading platform where Han So Hee is a model, had to close the comment window due to too many critical comments on its promotional videos on YouTube.
With a series of negative information directed towards Han So Hee, her management company spoke up to confirm that the actress's love scandal had nothing to do with Nonghyup Bank and the soju brand terminating their advertising contract.
Responding to Edaily, an advertising expert commented that Han So Hee's public relationship does not affect advertising contracts.
“There are no changes to the contracts that are still in effect. Han So Hee was still a popular model in the industry even before she went public with her relationship, and that has not changed. There are still brands that are discussing renewing their contracts with her,” the expert said.
Actress Han So Hee.
In addition, advertising industry insiders told Edaily that the places showing interest in Han So Hee are all global brands, and they believe that personal issues such as love affairs do not have much of an impact.
Regarding the two brands not renewing their contracts with Han So Hee, the expert said: “I’m not sure if it’s due to the influence of dating. Contract terminations usually happen a few months ago. It was discussed beforehand.”
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