Distiller Lotte Liquor has decided not to renew its advertising contract with singer Lee Hyo-ri after a five-year stint.
"We've decided not to extend the contract with Lee Hyo-ri, which terminates at the end of this month, as we think we need to freshen up our brand image," a spokesman for the company said on Monday.
Lee has modeled for the distiller's commercials for the past five years, making her the brand's longest-serving model.
According to Lotte, the market share of the company's soju brand has risen from 11 to 15 percent over the last five years while Lee modeled for it.
The company plans to present her with a plaque and make a commemorative video compilation of her commercials.