The celebrity and advertising world is abuzz with mounting controversy surrounding South Korean actor Kim Soo-hyun following allegations of inappropriate relations with the late Kim Sae-ron, who was reportedly underage at the time of their purported relationship.
On March 12, 2025, reports emerged detailing how the distribution industry has responded cautiously to claims made by the YouTube channel 'Garo Sero Institute.' Allegations surfaced stating Kim Soo-hyun and Kim Sae-ron were involved for six years, beginning when she was only 15 years old. The upheaval has prompted several brands to rethink their affiliations with him, with many expressing concern over brand image protection.
Specifically, K2 Korea has removed all images of Kim Soo-hyun from its official site and social media, though other brands like Eider have deferred their decisions as they monitor the situation closely. A spokesperson from Eider commented, "We are still discussing the situation and haven't reached any formal conclusions yet." Meanwhile, Dinto, the vegan beauty brand, announced the suspension of all advertising schedules related to Kim, acknowledging the need for caution. Dinto's representative expressed, "We are deeply regretful for the confusion and inconvenience this has caused and are taking the necessary time to assess the facts involved."
With more than ten partnerships with brands like Homeplus, Shinhan Bank, and Coupang, the potential impact of this controversy is significant. Reports indicate online movements advocating for boycotts of products featuring Kim as their model are gaining traction, stirring unease among companies invested in his public image.
This scandal significantly escalated when 'Garo Sero Institute' aired claims sourced from Kim Sae-ron's family, presenting photographs allegedly depicting the couple together. Notably, these images raised the bar on public scrutiny, with Kim Soo-hyun facing demands to step down from his role on MBC’s entertainment show, 'Good Day.' Requests for his removal flooded the television program’s viewer forums as disappointed fans expressed their outrage.
On the corporate side, brands like Homeplus are treading lightly. This company, which had recently appointed Kim as their advertising model for its 28th anniversary, is now faced with the challenge of maintaining its reputation amid allegations of misconduct associated with its front man. "We have yet to encounter any changes, and we'll decide on any future actions after confirming the situation thoroughly," officials stated.
Meanwhile, other brands such as CJ Foodville’s bakery Tous Les Jours are reportedly weighing whether to renew their contracts with Kim Soo-hyun as their model now expiring this month. The tense atmosphere has affected partnerships across the board as Kim's affiliates grapple with their strategies going forward.
Despite the allegations, Kim Soo-hyun’s agency, Gold Medalist, has staunchly denied all claims. The agency described the allegations as groundless and vowed to confront the issuers legally, stating, "Any claims circulating pertaining to the alleged relationship are fabrications, and we are considering all available legal options to address this misleading information." Yet as Garo Sero Institute continues to divulge additional accusations, the ramifications for Kim may only deepen.
This event raises questions not only about public figures but also about the responsibility brands hold when they affiliate with individuals whose actions are under scrutiny. With investor confidence potentially shaken, the advertising industry is closely monitoring this situation to gauge its impact on consumer perceptions.
Adding to the mix, the anticipated Disney Plus series, 'Knock Off,' which features Kim, currently does not have any confirmed timelines for its promotional activities following these events. While production for Season 2 reportedly is proceeding as planned, insiders have hinted at uncertainties about public disclosures.
Meanwhile, as Kim Soo-hyun's reputation hangs by a thread, attention remains focused not just on the actor but also on the systemic dynamics between celebrity culture and corporate branding. The shift from support to skepticism, particularly from fans and the public industry, is significant. Various sectors are bracing for unexpected fallout as discussions about appropriate public conduct around youth relationships become increasingly more prevalent.
With intense scrutiny on the actor’s past and the brands aligning themselves with him, many are pondering if the nature of celebrity endorsements might change significantly following these events. While the full extent of this issue remains to be seen, one thing is clear: brands are expressing vigilance and caution like never before.