Following her announcement of a relationship with Ryu Jun Yeol, several brands that collaborated with Han So Hee initially ended their partnerships. Many suspect that this is due to the actress’ controversial remarks and behavior.
One such brand that terminated its contract with Han So Hee was Chum Churum, a soju brand owned by Lotte Chilsung. Recently, representatives from Lotte Chilsung explained their decision to not renew their contract with Han So Hee. Let’s delve into their explanation!
1. Han So Hee’s Contract with Chum Churum Ended Due to Relationship Rumors with Ryu Jun Yeol
2. Chum Churum’s Explanation for Not Renewing Han So Hee’s Contract
On March 28, 2024, representatives from Lotte Chilsung elaborated on their decision not to renew Han So Hee’s contract as Chum Churum’s ambassador. They stated:
“While the dating rumors may have played a role, our decision was primarily influenced by her conduct following the news. A model is selected not just for their appearance but also for their character and actions, with communication being crucial. In Han So Hee’s case, she unilaterally disclosed her relationship, engaged in public disputes, and eventually deleted social media posts due to emotional reactions. This incident raised concerns about her ability to handle similar challenges in the future.”
The representative concluded, “While brand loyalty is important, Han So Hee’s actions demonstrated a lack of foundational problem-solving skills. Therefore, a short-term contract was not only justified but necessary.”
3. Han So Hee’s Replacement and Contract Duration Comparison
Lotte Chilsung’s statement aligns with public speculation, confirming that Han So Hee was removed as brand ambassador due to her perceived mishandling of issues. Despite her relatively short tenure of one year, it’s noteworthy that other actresses often secure longer contracts with the brand: Suzy for 4 years, Shin Min Ah for 2 years, and Lee Hyori for 6 years.
Shortly after Han So Hee’s departure, Kim Ji Won took over the role. Kim Ji Won’s recent success, notably in “Queen of Tears,” suggests a positive trajectory for the brand’s image.