As allegations surrounding Kim Soo-hyun alleged relationship with the late Kim Sae-ron and accusations of dating a minor continue to spread, public opinion has worsened, drawing significant attention to advertisers’ reactions.
Kim Soo-hyun‘s agency, Gold Medalist, has strongly refuted the allegations surrounding the actor, labeling them as “completely false” and vowing to take firm legal action. Despite this, the controversy continues to escalate as new images and witness accounts emerge, further fueling public debate.
The advertising industry is now assessing the possible ramifications of this scandal on existing endorsement deals. Brands that have partnered with Kim Soo-hyun are keeping a close watch on developments, carefully evaluating their next steps. If the situation worsens, the actor could be at risk of facing hefty financial penalties due to potential breaches of contractual obligations.
As one of the most sought-after brand ambassadors in South Korea and beyond, Kim Soo-hyun currently represents 16 companies, including major brands such as Eider, Shabu All Day, Dinto, Homeplus, Shinhan Bank, Tous Les Jours, Cuckoo, Prada, and Jo Malone London. His influence extends well beyond Korea, reaching markets in China and Southeast Asia. Following the success of “My Love from the Star” in 2012, his popularity surged across Asia, reportedly earning him an estimated 50 billion KRW (approximately 34.5 million USD) annually from endorsements. His standard modeling fee is believed to be around 1 billion KRW (approximately 690,000 USD) per year, and despite taking a break for mandatory military service, he has remained one of the most bankable celebrities in the industry.
However, if the scandal continues to gain traction, the negative impact on his brand reputation could be significant. Advertisers are already engaging in internal discussions to address the situation, with some reconsidering whether to renew their contracts with the actor. Companies that have invested in Kim Soo-hyun as their brand representative are expected to make cautious decisions based on public sentiment and market trends.
Amid the growing scrutiny, attention has turned to the latest advertising model brand reputation rankings. A report released by the Korea Corporate Reputation Research Institute in March 2025 placed Byun Woo-seok at the top of the list. Other celebrities securing high rankings included Son Heung-min, Lim Young-woong, IVE, BTS, Cha Eun-woo, Yoo Jae-suk, BLACKPINK, Lee Chan-won, and Lee Byung-hun. While Kim Soo-hyun is still featured in the rankings, the ongoing controversy may pose a threat to his standing in the months ahead.
The ranking trends over the past three months highlight the strong connection between brand reputation and consumer trust. Public figures embroiled in personal scandals often see their marketability decline as brands strive to protect their image. In response to such risks, advertisers are now placing greater emphasis on crisis management and are prepared to swiftly address any negative publicity to safeguard their brand value.
Sources: Kbizoom