“Scandal OUT”: Kim Woo-bin Replaces Kim Soo-hyun as New Face of Shabu All Day
On June 2, the restaurant chain’s official website was updated, featuring Kim Woo-bin front and center on its main promotional banner. Known for his dependable and clean-cut image, Kim Woo-bin’s appointment has been largely welcomed by netizens, with comments praising the choice as “a successful image restoration” and “a great fit for the brand.”
This decision follows a turbulent period for Shabu All Day, which faced a branding crisis after Kim Soo-hyun became embroiled in a public scandal involving late actress Kim Sae-ron.
The controversy created substantial confusion for franchise owners, many of whom had heavily integrated Kim Soo-hyun’s image into their interior decor and marketing tools. In one notable case, some stores reportedly flipped over table mats bearing his image to avoid negative attention.
As Shabu All Day seeks to distance itself from controversy, Kim Woo-bin’s appointment marks a clear strategic pivot. His rising popularity and unblemished reputation make him a strong choice for leading the brand into a new chapter.
Meanwhile, Kim Soo-hyun’s status as a top-tier endorsement model has taken a sharp hit. Once crowned a “CF King” with endorsements from more than 16 brands, including Dinto, Tous Les Jours, Shinhan Bank, and Prada, he is now seeing many of those partnerships dissolve. Most brands have either terminated contracts or quietly removed promotional materials featuring him.
In response to the controversy, Kim Soo-hyun acknowledged dating Kim Sae-ron for about a year after she became of age but strongly denied any relationship while she was underage. He has since filed a ₩11 billion KRW (approx. $8 million USD) defamation lawsuit against her family.
As the public and the industry shift their focus, Shabu All Day’s new campaign with Kim Woo-bin may be just what the franchise needs to win back consumer confidence and stabilize its brand identity in the wake of turbulence.
