ASTRO member and actor Cha Eun Woo is seeing more brands step back as controversy continues over alleged tax related issues, with another beauty advertisement being taken down and even Defense related content being affected.
On January 27, reports confirmed that SSG.com switched its advertisement videos featuring Cha Eun Woo to private on its official YouTube channel.
Cha Eun Woo had been selected as the exclusive model for the platform’s beauty section, but the videos now display notices such as “This video cannot be played” and “This video is private”.
While no official reason was given, the move came shortly after the allegations surfaced, drawing attention to the timing.
When SSG.com first announced Cha Eun Woo as its beauty model, the company had praised his image, saying his “refined and trustworthy” look matched the brand well and that they aimed to become a go to destination for both luxury and rising indie beauty products.
The controversy stems from an investigation conducted last year by the Seoul Regional Tax Office, which looked into suspicions involving a one person agency established by Cha Eun Woo’s mother.
Authorities reportedly questioned whether the agency provided actual services, raising concerns over how income was structured and taxed.
Cha Eun Woo’s side responded by stating that the case centers on legal interpretation and has not yet been finalized, adding that they will fully cooperate and explain their position through proper procedures.
Cha Eun Woo personally addressed the situation, saying, “I sincerely apologize for causing concern and disappointment”, and added that he is deeply reflecting on his responsibility to fulfill his duty as a citizen.
His agency Fantagio also shared a statement, saying they will review their management systems and strengthen internal processes to prevent similar issues in the future.
SSG.com is not the only company to take action. Skincare brand Abib previously made Cha Eun Woo related content private, followed by similar steps from Shinhan Bank, Marithe Francois Girbaud, and Daesung My Mac.
In addition, the YouTube channel KFN Plus, operated by the Defense Media Agency, also made private a video from “That Day’s Military Story”, where Cha Eun Woo appeared as a storyteller.
As brands continue to quietly distance themselves, public attention remains focused on how the situation surrounding Cha Eun Woo will develop moving forward.
Source: [1]