Hwang Jung-eum, you said the roof kick is precious...For the first time in 15 years, 4.3 billion won in embezzlement was embezzled cold water
May 16, 2025
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Daesang Well Life New Care deleted the advertising videos and posters starring Hwang Jung-eum from its official YouTube and SNS channels on the 15th. The first time the advertisement was released was on the 12th, and it was a measure in just three days.
The event, which was held in line with the advertising campaign, also ended early. In the paper advertisement, only Hwang Jeong-eum appeared again. The official reason was reported to be 'internal circumstances', but it is interpreted in the industry as a result of reflecting Hwang Jeong-eum's 'adultery risk'.
The commercial was filmed by the main characters of the MBC sitcom High Kick Through the Roof after 15 years of reuniting, and it drew great attention by stimulating fans' nostalgia. Hwang Jung-eum also attracted the attention of fans on the 12th by posting photos and videos from the commercial shooting site with the words "'High Kick Through the Roof', Precious" on her SNS.
In particular, Hwang Jung-eum and Choi Daniel appeared as a couple in the advertisement and were holding hands with their young daughter, drawing attention as another possibility that made them imagine after the end of the sitcom. There was even a reaction that "this is the real ending", but Hwang Jeong-eum's embezzlement charge, which was later known, seems to have cooled viewers' welcome at once.
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Following the rapid deletion of Hwang Jeong-eum, the broadcasting industry has also begun a cautious response. Hwang Jung-eum is appearing on SBS Plus and E-channel entertainment 'SoloRa', and has even finished filming the last episode, which will air on the 20th. Currently, the production team is agonizing over whether to edit the amount of Hwang Jeong-eum. It is not easy to judge as it is the MC and representative face of the program.
On the 15th, when the fact was known to the media, Hwang Jung-eum said through his agency, Y1 Entertainment, "I'm sorry to have caused a lot of people to worry about something shameful."It was an inexperienced judgment that jumped into an investment in coins that I didn't know very well."
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Nevertheless, Hwang Jung-eum left a message on social media with a photo of the advertisement on the 12th, just three days ago. Considering the usual prosecution prosecution and trial preparation procedures and timing, it is observed that Hwang Jung-eum already knew the risk of embezzlement at the time he posted the photo of the advertisement.
In the end, it is interpreted that Hwang Jung-eum did not notify the advertiser of his embezzlement risk until the time the advertising contents were released. From an advertiser's point of view, Hwang Jung-eum's criminal trial is a significant contract variable that goes beyond privacy issues and is directly related to the brand's image. The fact that New Care hurriedly dropped the advertisement and ended the event early seems to have something to do with this.
The same goes for broadcasting. If the production team of 's soloist' recognized the incident just before the broadcast, this is also a loss of trust.
A celebrity's private behavior is not an individual's problem. It has a huge impact on the business. In particular, in industries that use image and trust as assets, such as advertising and broadcasting, it is important to inform them in advance and take responsibility. At that point, Hwang Jeong-eum is a negative atmosphere in the calculation of many people, so it is read as an even more painful controversy.
rightlight@sportschosun.com
