In the heat of the Asian Cup, South Korea's newest star Lee Kang-in has been the subject of controversy for his disrespectful behavior and violent confrontation with his "older brother" Son Heung-min, who suffered an injury to his finger as a result. Although the Paris Saint-Germain player has publicly apologized, his image is in tatters. Several advertisers have reportedly cut ties with him, and there are even plans to recover a huge payout from him. However, Son Heung-min posted via social media on Wednesday (21) that he has forgiven Lee Kang-in.
According to the website Allkpop, well-known fried chicken chain Alachi Chicken has removed videos and photos related to Lee Kang-in from its official website, telecom operator KT has ordered its stores to take down posters of Lee Kang-in, and gaming company Nexon has faced a large number of complaints. Industry sources said Alachi Chicken had paid Lee Kang-in 500 million won (HK$3 million) for the endorsement, while KT and Nexon paid 1 billion won each. According to South Korean advertisers, most endorsement contracts contain compensation clauses, including a clause on "provoking social controversy", which gives advertisers the right to demand that the endorser pay two to three times the amount of the endorsement fee as compensation.
Facing the pressure of public opinion, Lee Kang In personally flew to London to apologize to Son Heung Min. Son Heung-min posted a photo of the two together on social media, saying, "I made many mistakes when I was young, and I could not have achieved what I have today without the guidance of my seniors. In order to prevent Lee Kang-in from making mistakes again, as a senior and captain of the national team, I will stay by his side and help him become a better player."
