Speculation swirls around the future face of the renowned soju brand ‘Chum-Churum’ as rumours hint at actress Kim Ji Won potentially succeeding Han So-hee. However, Lotte Chilsung Beverage officials have not confirmed these reports, maintaining that the decision is yet to be finalized.

Han So-hee, previously the advertising model for Chum-Churum, recently saw her contract with the brand expire. Her tenure followed BLACKPINK’s Jennie, who held the role for four years until March last year. Netizens speculated that Han So-hee’s contract termination might be linked to rumours surrounding her relationship with Ryu Jun-yeol, unlike previous models who served shorter tenures.

However, company officials clarified that the decision was not influenced by these rumours, citing the expiration of the contract before such speculations arose. They also noted a trend towards shorter-term contracts in the industry.

Meanwhile, Kim Ji Won, acclaimed for her portrayal of Hong Hae In in the tvN drama ‘Queen of Tears,’ is rumored to be in consideration for the Chum-Churum endorsement. However, Lotte Chilsung Beverage has yet to confirm her selection, stating that while various options are under consideration, no decision has been reached at present.

As Kim Ji Won’s popularity continues to soar with her compelling performance in “Queen of Tears,” fans eagerly await official confirmation regarding her potential collaboration with the iconic soju brand.

Until then, the anticipation surrounding the next ambassador for ‘Chum-Churum’ remains high, with fans speculating on the brand’s evolving image and direction.