According to media outlet reports on March 21 KST, numerous domestic retailers are making moves to cut ties with actor Kim Soo Hyun as promptly as possible.

Previously, it was reported that 'Jo Malone London' has terminated its partnership with Kim Soo Hyun, the brand's Asia ambassador. 

A representative of domestic retailer HomePlus also stated, "We have withdrawn all advertisements featuring Kim Soo Hyun. We are currently looking into terminating his advertisement contract." 

CJ Foodville brand 'TOUS les JOURS' confirmed that Kim Soo Hyun's contract expired in February without renewal, while vegan beauty brand 'Dinto', which most recently signed Kim Soo Hyun as its brand model, has decided to withhold all promotions involving Kim Soo Hyun until further notice. 

However, insiders claimed that the outdoor sportswear brand 'Eider' is currently considering keeping its advertisement deal with Kim Soo Hyun. The actor has been active as the endorsement model for 'Eider' since August of 2023. Currently, 'Eider' has withdrawn all advertisements featuring Kim Soo Hyun temporarily, only displaying advertisement content starring the brand's female model, Jang Won Young. 

Many netizens were outraged by the news that 'Eider' may be planning to keep Kim Soo Hyun as its model. They commented, "I'm never buying that brand ever again", "Good thing I have never bought anything from this brand, because it looks like I never will", "I'm throwing out my 'Eider' bag right now", "Brb, buying myself some 'North Face'", "Boycott this disgusting brand!", and more. 

In response, 'Eider's side attempted to correct the rumors, claiming, "We are currently looking into terminating his contract." 

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