Actor Nam Joo Hyuk has been announced as the new model for outdoor fashion brand Eider, taking over from a role originally held by top star Kim Soo Hyun.

The news has immediately sparked hot online reactions, with netizens debating whether the brand has made the correct decision.

On August 20, Nam made the appointment of Eider's new model public. His 'confidence, charisma, and capability to pull off a wide range of fashion styles' were highlighted by the brand as being most appropriate for its vision of providing outdoor style that is both functional and fashionable.

Through his endorsement, Eider hopes to infuse its 2025 collection with a fresh appeal.

The ruling arrives at a pivotal moment in Nam's career. While the actor is still one of Korea's most recognizable faces, his career was tarnished by previous accusations of school bullying. The case, however, ultimately worked in his favor.

April 8, Sports KyungHyang reported that the accuser was also convicted of defamation after it was revealed that the claims were false and posted on the internet.

A few netizens questioned the statement. One of them asked, "This is a joke post, right?"

Another netizen remarked, "What's going on with their marketing team?"

Another user was troubled by asking, "Wasn't there some controversy here??"

Others reported that Nam had been cleared of wrongdoing and wished the new job would allow him to put the past behind him.

One commenter wrote, "I got curious and looked up Nam Joo Hyuk's controversy. It seems it was settled last year as false accusations/defamation. Poor guy, he was such a rising star... I hope things go well for him now." None of them were serious.

Some of the users posted short answers like, "LOL" and "Oh. LOL."

Nam's recruitment follows his long-term involvement in Korea's entertainment industry, but the divided reaction illustrates how previous controversies can still affect even after they are legally resolved.

For Eider, the recruitment is an opportunity to revamp its image and challenge divided public opinion.

The firm has said nothing about the scandal on the internet, but with its upcoming campaign in the works, everyone will be waiting to see if Nam Joo Hyuk's modeling career will be more of a boost for the firm or attract more criticism.