Top Stars Face Backlash: Kim Soo Hyun, Baek Jong Won, NewJeans and Son Heung Min No Longer Untouchable?
This year has shaken the foundations of K-pop and Korean entertainment communities. In a surprising twist, netizens have turned on several of the industry’s untouchables—figures once shielded by public adoration and media reverence.
“They were untouchable for years… now the silence is broken.” That’s the sentiment echoing across Korean forums like theqoo and Pann. The names at the center of the storm? Kim Soo-hyun, Baek Jong Won, NewJeans and _Son Heung Min_—all top-tier figures whose public image once felt impervious.
Kim Soo Hyun: Once the golden boy of K-dramas, Kim Soo Hyun now faces what could be a legal avalanche. Reports estimate up to ₩54 billion in advertising penalties as companies pull contracts. His upcoming ₩60 billion project Knock-Off has halted mid-production, triggering speculation about irreparable brand damage.
Baek Jong Won: The beloved chef and media personality is reeling from consecutive legal complaints and public criticism. Known for his trustworthy, family-friendly image, Baek announced he will step away from all broadcasting. “Consumers who once believed in his image are turning away,” reads a biting op-ed.
NewJeans: The group that once symbolized youthful rebellion is now steeped in controversy. Despite legal rulings, they continue to push a narrative some feel is out of touch. Allegations of nationalism and controversial overseas interviews have divided fans. “Even court decisions can’t reach them anymore?” asked one frustrated netizen.
Son Heung Min: The football icon is involved in a disturbing blackmail case where he allegedly paid ₩300 million to silence threats over a personal matter. The scandal—revealed to involve a woman in her 20s and a man in his 40s—has sparked intense online debate over privacy, celebrity accountability, and manipulation.
The fallout has been massive. Communities that once fiercely defended these figures are now filled with critical, even mocking comments.
Yet, not everyone is eager to cancel. A number of users caution against rushed judgments, pointing out the importance of due process and balanced perspectives. This wave of backlash isn’t about one-upmanship over whose scandal is worse. It’s a cultural shift—an awakening, perhaps.
