In the wake of serious allegations connecting actor Kim Soo-hyun to the late actress Kim Sae-ron, Korean internet users are demanding that companies terminate their endorsement deals with the popular star or face widespread boycotts.
The controversy intensified after Kim Sae-ron’s family suggested the actor bore responsibility for the young actress’s suicide, with her aunt claiming Kim Soo-hyun had maintained a six-year relationship with Sae-ron beginning when she was just 15 years old. Public outrage further escalated when a kissing photo of the actor went viral shortly after he denied having a romantic involvement with the deceased actress.
Currently representing 19 high-profile brands across various sectors including luxury fashion, cosmetics, financial services, and retail, Kim Soo-hyun’s public image has come under severe scrutiny. Companies such as Shinhan Financial Group, Homeplus, and Prada are among those facing pressure from consumers who believe the actor’s image no longer aligns with brand values, particularly for financial institutions where trustworthiness is essential.
Social media platforms flooded with comments from users threatening to boycott affiliated brands, the businesses now face difficult decisions regarding their continued association with one of South Korea’s most prominent celebrity endorsers.
“Sometimes a quick decision can save your company. It’s a shame to miss that opportunity,” warned one concerned netizen, while others have been more direct with statements like “We don’t need brands that support paedophiles” and “If companies don’t remove Kim Soo-hyun as a model, I’m boycotting them.”
(Photo Source: Kim Soo-hyun IG)