A new era has truly arrived in the world of Korean entertainment, as top stars who represented the previous era have now decided to step down from their most iconic positions. 

According to industry insiders on April 26 KST, Dong Suh Foods Corporation, the parent company of the coffee brand 'Maxim' in South Korea, will be concluding its relationship with the Won Bin and Lee Na Young couple this year.

Previously, speculations arose that Lee Na Young had stepped down as the model for 'Maxim Mocha Gold' instant coffee after 24 years when actress Park Bo Young appeared in a series of new spring CFs for the coffee brand.

Since 2000, when Lee Na Young was first chosen as the spokesperson for 'Maxim Mocha Gold', the instant coffee brand has been referred to by many Koreans as "Lee Na Young coffee". 

Now, it's also been revealed that Lee Na Young's husband and actor Won Bin will be stepping down as the model for 'Maxim T.O.P' ready-to-drink coffee, after 16 years. It's believed that Won Bin's endorsement contract came to an end in January of this year. The actor was previously chosen as the model for 'Maxim T.O.P' in 2008, widely popularizing the ready-to-drink beverages as "Won Bin coffee". 

A representative of Dong Suh Foods Corporation remarked, "It's true that Park Bo Young was selected as the new model for 'Maxim Mocha Gold'. The search for the new model for 'Maxim T.O.P' is still ongoing." 

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