Kim Soo-hyun, one of Korea's top actors, has found himself embroiled in controversy following allegations about his past relationship with the late actress Kim Sae-ron, who was twelve years his junior. The speculation arose after the YouTube channel Garo Sero Institute released several documents and photographs, claiming to depict the nature of their relationship, including intimate letters and pictures. Kim Soo-hyun's agency, Gold Medalist, vehemently denied the allegations on March 12, 2025, labeling them as 'groundless' and promising legal action against the spreading claims.
According to various reports, the controversy started with the late Kim Sae-ron's relatives alleging she had been involved romantically with Kim Soo-hyun from November 2015 until early 2021, when she was underage. The family claims to have evidence supporting their assertions, including letters dated June 9, 2018, where Kim Soo-hyun allegedly wrote affectionate notes to her, referring to her by her pet name, 'Sae-ro-net-o'. The letters reportedly contained sentiments such as, "I want to see your face. Can't I get your affection? I can say the most. I want to see you."
Such allegations have sent shockwaves through the advertising industry, where Kim Soo-hyun is the face of several leading brands, including K2 Korea, Shab-Ole Day, and others. Reports indicate brands are 'quietly deleting' his photos from their official websites and social media platforms to mitigate any potential reputational damage arising from the allegations. K2 Korea has removed all images featuring Kim from their official website, reflecting growing concern over the impact of the allegations, and some brands are pausing promotional schedules involving the actor.
Despite the backlash, the digital footprint of the conversation has exploded. Negative comments are flooding Kim Soo-hyun's social media accounts, with many critics accusing him of exploiting Kim Sae-ron's youth and vulnerability. Comments range from accusations of manipulating the young actress to outright disgust and disappointment at the purported relationship. Jeopardizing his public persona, the mounting criticism has led to calls for him to step back from upcoming activities, with some even demanding he leave popular television shows.
Following the release of surveillance photographs showing what appears to be Kim Soo-hyun kissing Kim Sae-ron on the cheek, more individuals have come forward with additional claims. Garo Sero Institute has published numerous documents and recordings, including purported conversations with Kim Sae-ron's family, which have intensified scrutiny of the actor's actions.
Notably, Kim Soo-hyun's agency denies any wrongdoing and asserts their commitment to legally combat the allegations. They stated, “The rumors of dating and other speculations are completely unfounded.” Yet, following successive outcries on social media, the agency remains silent on potential next steps, igniting speculation about their strategic response moving forward. While some companies have withdrawn support, others are still monitoring public sentiment before making typically swift decisions.
Industry insiders express concern about the long-term ramifications for brands associated with Kim Soo-hyun. One representative noted, “Kim Soo-hyun is globally recognized and has millions of followers online. Brands are definitely worried about the negative impacts this could potentially have.” The financial stakes are high, particularly as companies with ties to the actor assess how best to position themselves as the narrative continues to evolve.
Keenly aware of the delicate situation, brands like Gold Medalist are measuring their responses amid fears of public backlash. A massive social media discussion surrounding this scandal is not only impacting Kim Soo-hyun but resonates with cultural conversations around age dynamics and relationships within the entertainment industry.
The aftermath will likely shape the future direction of both Kim Soo-hyun's career and the brands he endorses, as industry watchers remain vigilant on this developing story. Companies are facing pressure not just economically but also ethically, as relations with public figures under scrutiny can lead to shifts in consumer behavior and sentiment. Moving forward, how Kim Soo-hyun navigates this crisis and how the involved brands respond will be closely observed by fans and industry insiders alike.