The recent expiration of Han So-hee’s contract as the model for Lotte Chilsung Beverage’s soju brand “Chum-Churum” after just one year has sparked curiosity and speculation among industry observers. Traditionally, in the liquor industry, models often continue to represent a brand for an extended period once selected for an advertisement. However, Han So-hee’s departure after a brief tenure has drawn attention.
While initial speculation suggested that Han So-hee’s admission of her relationship with Ryu Jun-yeol may have influenced the decision not to renew her advertising contract, industry insiders offer a different perspective. According to these insiders, the renewal of advertising contracts is primarily influenced by the model’s activity status, communication, and overall conduct rather than their relationships.
Addressing the model replacement by “Chum-Churum,” an advertising industry insider shared insights with My Daily on March 28th. The insider emphasized that while personal relationships may have some relevance, the decision-making process involves broader considerations such as the model’s personality, overall activities, and communication.
In Han So-hee’s case, the insider highlighted concerns regarding the process of revealing her relationship and subsequent actions. They noted that unilateral actions and public disputes may have strained the brand’s relationship with the model, raising doubts about her suitability for continued representation. The insider suggested that such behaviour could potentially recur in future situations, posing risks to the brand’s image and communication strategy.
Concluding their remarks, the insider emphasized the importance of loyalty and mutual understanding between the brand and the model. However, they indicated that Han So-hee’s actions had already established a clear boundary, ultimately influencing the decision not to renew her contract. As the brand transitions to a new model, these insights shed light on the multifaceted considerations underlying contract decisions in the advertising industry.
