The skincare brand Abib has severed its association with ASTRO member Cha Eunwoo following allegations of significant tax evasion. The National Tax Service of South Korea claims that Cha Eunwoo failed to pay ₩20.0 billion KRW (approximately $13.7 million USD) in taxes. This controversy has led to immediate repercussions in the advertising sector.
According to a report by Korean media outlet OSEN on January 22, 2026, Abib has made several changes to its online presence. Videos featuring Cha Eunwoo on platforms like YouTube have been set to private, rendering them unplayable. Similar actions have been taken on Instagram, where posts announcing Cha Eunwoo as an ambassador have been removed. Notably, his profile photos remain on the brand’s official website, raising questions about the brand’s future partnership with the idol.
Although Abib has not officially commented on the reasons behind these actions, the timing suggests a direct correlation with the tax allegations. Abib previously praised Cha Eunwoo for his appealing image and charm, which they believed aligned with their brand values at the time of his appointment as ambassador.
Cha Eunwoo is reportedly facing a demand to pay over ₩20.0 billion KRW in additional income taxes. The investigation by the Seoul Regional Tax Office revealed that he allegedly evaded taxes through a one-person agency established by his mother. This agency has come under scrutiny, with authorities determining it was essentially a paper company that provided little to no real services.
The complexities of Cha Eunwoo’s financial arrangements have raised eyebrows. Reports indicate that his earnings were split among his agency, Fantagio, the one-person company, and Cha Eunwoo himself. The tax authorities concluded that this arrangement was designed to minimize tax liabilities. Specifically, they asserted that the structure allowed him to benefit from a corporate tax rate that is approximately 20 percentage points lower than the income tax rate, which can be as high as 45%.
The allegations have sparked widespread discussion on social media, with many netizens expressing shock over the details of the case. The controversy has not only affected Cha Eunwoo’s standing in the industry but has also raised questions about ethical practices within the entertainment sector.
As the situation unfolds, the implications for both Cha Eunwoo and the brands associated with him remain significant. The actions taken by Abib reflect a growing trend in the advertising industry to distance themselves from individuals embroiled in legal controversies, particularly those involving financial misconduct.
This incident serves as a reminder of the potential repercussions that public figures face when allegations arise, demonstrating how swiftly public perception and professional relationships can change.
