Lim Young-woong Dropped as Samdasoo Model After Just One Year (+WHY)

Singer Lim Young-woong is parting ways with Jeju Samdasoo (Mineral Water) after just one year as the brand’s model.

At a press conference marking Jeju Development Corporation’s (JDC) 30th anniversary on March 11, JDC President Baek Kyung-hoon confirmed that Lim’s contract had ended. He explained, “Having a celebrity model has its strengths, but also its downsides. Lim Young-woong’s schedule is too packed, making it difficult for him to film in Jeju.”

JDC, the state-owned company that produces and manages the Samdasoo brand, now plans to take a more diverse marketing approach. Baek stated, “We want to select a model with broader appeal and will also collaborate with multiple social media influencers to expand our reach across different platforms.”

Why Did Lim Young-woong’s Contract End So Quickly?

Lim became the new face of Samdasoo in March 2023, following singer IU, who held the position for the longest period. However, his busy schedule led to an early departure after just a year.

Given Lim’s strong brand power in the entertainment industry, his exit from such a major endorsement deal in just a year is seen as unusual.

Some speculate that his 2023 controversy, known as the ‘Mwo-yo(What?)’ incident, may have affected his public image. Others suggest that his fanbase, which skews older, may not have aligned with Samdasoo's new marketing direction.

However, JDC clarified that the decision was purely based on the brand’s evolving concept and strategy rather than any external controversies.

Who Will Be the Next Face of Samdasoo?

JDC is reportedly searching for a new model with universal appeal across different age groups and demographics. Once the selection is finalized, they plan to shoot seasonal commercials in Jeju to highlight the brand’s natural image.

With Lim’s departure, fans have already started campaigning for SEVENTEEN’s Boo Seungkwan to take over the role. Raised in Jeju, Boo is well known for his deep love for his hometown and has even served as a Jeju tourism ambassador. His global influence as a K-pop star makes him an ideal candidate, according to fans.

Adding an extra layer to the discussion—even his surname ‘Boo’ is related to Jeju Island. With speculation heating up, all eyes are now on who will become the next face of Jeju Samdasoo.