Kim Soo Hyun’s recent controversies have led to a rapid fallout with brands, including Cuckoo China, which ended their partnership just seventeen days after announcing him as their model. The electric appliance brand has suspended all promotional activities and removed all images of the actor.
Sudden End to Partnership
On March 18, 2025, Cuckoo China released a statement detailing their decision to suspend all promotional activities involving Kim Soo Hyun. The brand stated,
“We will immediately suspend all promotional activities related to Kim Soo Hyun and replace all image materials featuring him on official platforms. We will halt all marketing plans involving him and form a special task force to continuously monitor the progress of the situation.”
The company also deleted all advertisements featuring the actor from their platforms. Cuckoo China is known for its electric appliances, especially rice cookers.
Rapid Reversal
Kim Soo Hyun’s appointment as a model for Cuckoo China in China, Vietnam, and Indonesia was announced on March 1, 2025. This move came amid expectations of a potential lifting of the Korean Wave ban. However, due to recent controversies surrounding his personal life, the brand quickly ended their partnership.
The decision came just seventeen days after the initial announcement. The brand is also reportedly considering legal action against Kim Soo Hyun.
