CUCKOO Malaysia Pauses Kim Soo Hyun Promotions, Cites "Brand Survival Instincts"
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KUALA LUMPUR – In what appears to be the latest event in The Great Brand Exodus, CUCKOO Malaysia has officially hit the “pause” button on all Kim Soo Hyun-related promotional activities, citing a need to “protect brand interests” from the ongoing chaos surrounding the embattled Korean star.
This noble act of corporate caution came on March 21, three days after CUCKOO China had already yeeted its association with Kim, proving that when it comes to damage control, Malaysia prefers a slow-cooked approach.
“Since the issues surrounding Kim Soo Hyun remain unresolved, we have decided to prioritize brand integrity and current business operations by suspending all promotional activities involving him,” CUCKOO Malaysia announced, likely while refreshing social media every 10 minutes to check if he’s canceled permanently or just lightly roasted.
Kim’s endorsement portfolio has been shrinking faster than a cheap cotton T-shirt in a hot wash, with PRADA, Jo Malone, Dinto, EIDER, and multiple other brands quietly ghosting him. Even Disney decided to put a pin in his upcoming drama Knock-Off Life, officially shelving it “pending review.”
With companies cutting ties at record speeds, analysts predict that Kim’s most enduring partnership might soon be with his Wi-Fi provider—at least until they, too, start distancing themselves.
