Priyanka Tiwari
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Controversies surrounding actress Kim Sae-ron's death have involved one of South Korea's top actors and brands, Kim Soo-hyun. Before this scandal broke, the actress's family –specifically her aunt- placed the blame squarely on him.
The actor has built an empire and, in addition to acting, is the spokesperson for 19 major brands which range from luxury goods fashion, cosmetics, and even finance. All of this is rapidly changing because of the current controversy surrounding his name.
Soo-hyun's Reputational Efforts Crumble.
There was an immediate backlash from the Korean internet public for the involved brands to remove associations to Kim, threatening boycotts akin to those exercised during the Black Lives Matter protests. Many believe quite the opposite of no one being affected by the pandemic's fallout.
Dinto, a vegan beauty brand, has been the first and so far the only brand to take action so far, issuing an internal suspension for advertisement featuring the actor. According to a spokesperson, “All employees are currently verifying the information at hand and deliberating on next moves. As it stands, all events and advertising that feature the actor are postponed and marked as no-go.”
Accoding to reports, other distribution companies associated with Kim Soo-hyun are said to be coming under increasing public pressure and are looking into the situation themselves.
In anticipation of the worse, here is a list of brands that Kim Soo-hyun endorses as of the moment and may lose in the process:
Watches: MIDO by Swatch Group
Cosmatics: HEBE Beauty, YOU Beauty, Dinto Makeup, KOSÉ – DECORTÉ AQ
Apparel: K2 Korea as Eider and Outdoor
Retail: Homeplus
Finance: Shinhan Financial Group and Shinhan Bank
Food: All Day Fresh Shabu and CJ Foodville – Tous Les Jours
Health: Frombio
Frangrance: Estée Lauder Companies and Jo Malone London
Home Electronic Devices: Cuckoo Brand by Cuckoo Electronics
Clothing: BENCH/ and Suyen Corporation – PRADA
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