Song Joong-Ki’s recent divorce from A-list actress Song Hye-Kyo didn’t go so well for the advertisers.
Joong-ki, 33, made a surprise announcement in June about his break-up with the actress. The news was not well-received by many fans and he is now paying the price. Korean media notes that there has been a significant drop in demand for him to endorse products or services.
The two stars have met on the hit 2016 drama Descendants of the Sun and got married in 2017.
According to pundits, the advertisers played it safe when they found out the divorce caused the drop in the ratings for his current TV series Arthdal Chronicles. Even his father apologized for his son’s marital woes.
On the other hand, Hye-kyo, 37, seems to have sympathy on her side. Many fans were impressed that she has not lashed out over her separation with Joong-ki.
It was reported that she was not in South Korea when the actor dropped the bombshell, which infuriated the fans.
Despite of the issue, the actress did not shed her responsibilities, appearing in China for a cosmetics promotion event barely a week after the divorce news.
She was even seen sharing the spotlight with celebrities like actress Natalie Portman and Russian supermodel Natalia Vodianova at a glitzy event hosted by high-end jewellery firm Chaumet in Monaco, and was interviewed by magazine Hong Kong Tatler.
According to reports, Hye-kyo moved to a villa in the exclusive UN Village in Seoul after the divorce.
It was reported that Hye-kyo had an amicable agreement with Joong-ki over the splitting of their assets. According to her representatives, she is so financially secure that she would be adopting a less hectic schedule for the rest of the year.
However, Joong-ki, who is reported staying with his parents, will need to work hard to win back the affections of advertisers again. Currently, his representatives are dealing with the divorce impact by just saying that the actor is taking a break from public appearances.