When Lee Hyori had suddenly announced that she was no longer going to be endorsing anything, she surprised a lot of people, including the advertisers themselves.

She was a guest on the May 31 episode of 'Thank You' and the topic of her decision to longer take CF contracts was brought up. She said, "It's very difficult from a financial standpoint. A bulk of my income came from CFs. But not only did I say I'm not going to advertise anymore, I haven't really gotten many offers in the past 3 years." 

Hyori also explained that besides the money, she had a few issues with the principle of certain advertisements.

She explained, "I can say that only because I've made a lot. I have a friend who has a child and he's having a hard time (because of his low income). He called me one day and told me, 'It's my wife's birthday, so I spent a lot of money to buy the diet products that you advertised'. But I didn't actually use that product to lose weight, so I felt weird when he told me he spent a lot of money on it."

She added, "My eyeliner CFs also say, 'With just this, you can turn into Lee Hyori', but you can't become Lee Hyori with just that."