In the wake of relationship rumors, actress Han So Hee’s advertising contracts come to an abrupt end. How much has this relationship controversy affected the star?

Actress Han So Hee, recently admitted to being in a relationship with actor Ryu Jun Yeol. This admission sparked rumors of a ‘transit relationship’, leading to the termination of her advertising contracts.

Han So Hee’s contract with ‘Chum Churum’, a brand under Lotte Chilsung, concluded in early March and was not renewed after its one-year term. Representatives from Lotte Chilsung stated, “Following the expiration of her contract, no renewal was pursued,” and added that her replacement for the role has yet to be determined. This marks the first instance in eight years that the advertising model for ‘Chum Churum’ has changed within a year.

Similarly, NH Bank has reportedly decided not to renew their contract with Han So Hee as well, with plans to scout a new model and commence promotional activities in the near future. Han So Hee had been associated with NH Bank as a model since 2021, concluding her tenure earlier this month.

Additionally, the comment section for her advertisement video on the used car trading platform, Hey Dealer, has been closed amid criticism stemming from the recent relationship controversy.

In response to the backlash, Han So Hee declared her intention to take legal action against malicious comments on March 18 KST.

In Korea, soju brand endorsements are considered one of the most lucrative partnerships and are widely reserved for only the biggest stars in Korea. The news puts into perspective how much this scandal has affected the star.