A new era is truly dawning in the realm of Korean entertainment, as top stars who symbolized the previous era are now choosing to step down from their most iconic roles.

As per industry insiders on April 26 KST, Dong Suh Foods Corporation, the parent company of the South Korean coffee brand ‘Maxim,’ is expected to end its relationship with the celebrity couple Won Bin and Lee Na Young this year.

Earlier, rumors surfaced that Lee Na Young had stepped down as the model for ‘Maxim Mocha Gold’ instant coffee after a 24-year stint when actress Park Bo Young appeared in a series of new spring commercials for the coffee brand.

Since 2000, when Lee Na Young was first chosen as the spokesperson for ‘Maxim Mocha Gold,’ the instant coffee brand has been colloquially referred to by many Koreans as “Lee Na Young coffee.”

Now, it has also been revealed that Lee Na Young’s husband and actor Won Bin will be stepping down as the model for ‘Maxim T.O.P’ ready-to-drink coffee, after a 16-year tenure.

It is believed that Won Bin’s endorsement contract ended in January of this year.

The actor was initially chosen as the model for ‘Maxim T.O.P’ in 2008, which significantly popularized the ready-to-drink beverages as “Won Bin coffee.”

A representative of Dong Suh Foods Corporation commented, “It’s true that Park Bo Young was selected as the new model for ‘Maxim Mocha Gold’.

The search for the new model for ‘Maxim T.O.P’ is still ongoing.”

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BTS's V is making his fans fall even more in love with him as he shares moments from his life just 40 days before his military discharge.

On April 30, V posted several new photos on his Instagram story, giving fans a sneak peek into his daily routine.

Among the photos was a beautiful shot of cherry blossoms, accompanied by the word "cherry blossom" as he expressed his longing for spring.

He followed up with more photos, sharing how much he wanted to enjoy the season with his fans.

To make the post even more special, V added background music from BTS member J-Hope's song Sweet Dreams and Design by the American punk band Gustav.

It turns out that Gustav was grateful for V introducing their music to the world and even received fan comments saying they discovered the band through him.

In another adorable photo, V posed with CF director Ray J. Yi (Lee Jun Yeob), with flowers in his hair. The director also shared the cute photo, adding the word "flower" to express how happy he was with the moment.

But it wasn’t all about flowers and beauty—V also gave fans a peek at his workout routine. He proudly showed off his toned arm muscles in a picture, though his face appeared a little thinner.

This is likely due to his diet, as he’s been working hard to maintain his figure ahead of his discharge. Before enlisting, V weighed 62 kg, and during his service, he reached 86 kg. Now, he’s lost 10 kg and is preparing for his return to the public eye.

Interestingly, V has been working out at the same place where singer Kim Jong Kook films his popular YouTube channel Jim Jong Kook, sparking fan excitement and hopes that V might make an appearance on the show after he’s discharged.

As soon as V shared his latest update, his name—"KIM TAEHYUNG"—shot to the top of real-time trending charts worldwide. Fans from all over the globe, including in the U.S., couldn’t get enough of the updates, proving once again the massive impact V has.

He is set to be discharged from the military on June 10, and fans are eagerly awaiting his return.

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