![Focus] Trend setter Byeon Wooseok, Hindered… Advertising industry in turmoil
“Incheon Airport=newsis] Actor Byeon Wooseok is returning to South Korea through Incheon International Airport in the afternoon of the 16th after finishing his Asian fan meeting tour in Hong Kong. 2024.07.16. [email protected]”
“[Seoul=newsis] Reporter Choi Jiyoon = The trajectory of the trending actor Byeon Wooseok (32) has hit a snag. Though he rose to stardom with the tvN drama ‘Riding the Sun, Flying High’ that concluded in May, he has been entangled in a controversy over imperial escorts in recent times. Despite being ranked as the top choice for advertising models, the situation has escalated, leading to a blow to his image. According to industry sources on the 21st, Byeon Wooseok’s annual advertising model fee is 700 million won. It was even reported that he could demand up to 900 million won. Actor Kim Soo-hyun (36) charges between 1 to 1.2 billion won, while Astro’s Cha Eun-woo (27) earns around 700 million to 900 million won. Byeon Wooseok’s value has been skyrocketing through ‘Riding the Sun, Flying High.’ Nowadays, since the advertising market is in a downturn, demanding model fees above 1 billion won are often not well-received. Byeon Wooseok has emerged as a blue chip gaining support from women in their teens to forties, but the response from the advertising industry has significantly changed after this recent controversy. In fact, some brands have excluded Byeon Wooseok from the final candidate list or temporarily postponed model selections.”
“The advertising industry is more conservative than anywhere else. They are sensitive to trends as they are directly linked to consumer purchases, corporate profits, and responds sensitively to trends. If noises arise, they take down model photos/videos, and if controversies grow, they terminate contracts or demand compensation, even imposing penalty fines. An industry insider explained that in such situations, it is difficult to readily select Byeon Wooseok as a model, “A slight controversy inevitably damages the brand image.””
“The reasons behind the successive termination of Han So-hee’s advertising contracts this year are not much different. Contracts with NH Nonghyup Bank, Lotte Chilsung ‘First Time,’ and the second negotiation with the used car platform Hey Dealer fell through. Han So-hee’s advertising fees in Korea had once reached 1.2 to 1.3 billion won, and she landed a contract worth tens of billions of won with Chinese brands for advertisements. However, after controversies surfaced regarding rumors of dating actor Ryu Jun-yeol, there haven’t been any news of her being selected as a brand model in Korea. American Shark Beauty appointed Han So-hee as the model for their hair care product line in the Asia-Pacific region last month, indicating that overseas markets are less sensitive to private life controversies than in Korea.”
“Han So-hee’s close associate, Jun Jong-seo (30), also disappeared from the advertising industry after being embroiled in school violence allegations. Earlier this year, she was selected as a model for Korea Kolmar’s ‘Condition,’ OB Beer’s Cass Light, and Match Group’s dating app Tinder. In April, when Jun Jong-seo was accused of school violence, Tinder privately handled or removed related advertisement videos and posters on YouTube, Instagram, and other social media platforms. Condition and Cass Light did not display Jun Jong-seo’s advertisements, and they were nowhere to be found in subsequent promotional materials after the allegations emerged.”
“Another industry source mentioned that, “Usually, marketing strategies and model selections cannot be continuously postponed on an annual basis,” and mentioned, “We were hoping that the excessive controversy surrounding Byeon Wooseok’s imperial escort would subside, but unfortunately, it escalated uncontrollably. If his agency had promptly apologized and responded appropriately, it wouldn’t have escalated to this extent, which is quite regrettable.””
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