Outdoor brand Eider addressed online reports regarding their contract with actor Kim Soo Hyun, clarifying their stance after a news article initially suggested they were still working with him. The situation arose amid public backlash against Kim Soo Hyun following his controversy with the late actress Kim Sae Ron.
Initial Reports and Correction
An article initially claimed that Eider was maintaining its contract with Kim Soo Hyun. However, online users noticed the article was later edited to state the brand was considering contract termination. This change prompted Eider to release an official statement on their Chinese social media account.
Eider’s Official Statement
Eider’s statement aimed to clear up any misunderstandings. They stated:
“We genuinely thank and love all the consumers of our brand, EIDER. Currently, Eider is not conducting any official model promotions in the Chinese region.
Regarding the Kim Soo Hyun incident in Korea, all advertisements and promotions related to him have already been halted in the Korean market, and the legal procedures for terminating the contract are in progress.
We hope consumers will make rational judgments about the false information being spread online to avoid confusion caused by misunderstandings.
In 2025, Eider is ready to provide Chinese consumers with professional outdoor equipment and outdoor experiences with even better services.
Thank you again for your support and trust!”
This statement confirms that Eider has stopped all promotions related to Kim Soo Hyun in Korea and is in the process of legally ending their contract. They also addressed the misinformation circulating online.
Netizen Reactions
Korean netizens reacted to Eider’s clarification, expressing their concern about the spread of inaccurate information:
“Everyone always believes the news even while criticizing the reporters.”
“So ridiculous..hopefully things get sorted out.”
“The brand must feel unfair about this.”
“Eider is suddenly getting hate when they were the first to cut ties with Kim Soo Hyun.”
These comments highlight the public’s awareness of the potential for misinformation and the unfairness faced by Eider in this situation.
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