Lee Hyori Ends Five Year Relationship with Cheoeum Cheorum Soju
Lee Hyori has ended a five year business relationship with Lotte Chilsung Beverage’s Cheoeum Cheorum soju brand.
After five years of being nearly synonymously associated with the alcohol drink, Lee Hyori tweeted on November 12, “Today I am a woman who has gone through a beautiful break up. Since I’ve broken up, I think I’m going to have to sooth my heart with a drink of soju. Which soju am I going to drink you ask? Hmm…”
She later added, “There have been times I’ve both liked and hated having my face on soju bottles these last few years. Through peoples’ hard times, I hope my smiling face gave at least some comfort. Thank you.”
According to a representative for Cheoeum Cheorum, the company had decided a new image was needed for the brand and, after careful deliberation, had decided not to renew Lee Hyori’s contract with the brand when her contract expires later this month.
Lee Hyori first became a spokesmodel for the brand five years ago with her smiling face on every label and her soju “shake” dance immediately catapulted the soju brand into a nationally recognized brand.
Photo Credit: Lotte Chilsung Beverage