HyunA, Hyorin, and Hara’s “Chum Churum” Videos Taken Down Permanently


After previously announcing a temporary suspension, Lotte Liquor, the brand behind “Chum Churum”, has announced that the videos of 4Minute’s HyunA, Sistar’s Hyorin, and Kara’s Goo Hara will be taken down permanently.

A representative of Lotte Liquor said on December 20, “To work with the IRS and the government on their alcohol abuse prevention policies, we will take down the videos of HyunA, Hyorin, and Goo Hara from our homepage, Youtube, and other online sources until December 21.”

The three representatives from their respective girl groups were chosen as the official models of the popular soju brand “Chum Churum”, replacing Lee Hyori who had been with the company for five years. Each girl was given their special solo video, but when HyunA’s videos received over 1.9 million hits, controversy arose over whether the videos had a strong influence on minors.

On December 17 the government of Seoul had issued a warning to all liquor companies that the usage of idols as models for their alcohol products would result in involvement and censorship from the government.

In accordance with the policies, Lotte Liquor had agreed to edit and limit the accessibility of the videos to be suitable adults, but it seems that the company has decided to just take down the videos all together.