Kim currently represents 19 major brands across sectors such as luxury fashion, finance, cosmetics, and retail, according to Chosun. Following claims by Kim Sae Ron’s family that actor Kim Soo Hyun dated her when she was 15 and contributed to her financial distress and alleged death, South Korean audiences have called on companies to cut ties with him or face consumer boycotts.
On March 12, Aekyung Group made advertisements featuring Kim for Jeju Air private, including a 2015 campaign that targeted the Asian market. Although Jeju Air has not officially commented on the reason, sources suggest it is in response to public backlash following Kim Sae Ron’s passing.
Many other brands, including Homeplus, Shinhan Bank, Tous Les Jours, Dinto, Eider, Cuckoo, Prada, Jo Malone, and Shabu All Day, have begun removing Kim Soo Hyun’s images from social media or reconsidering their endorsements.
Dinto, a vegan beauty brand partnered with Kim for several years, has halted all activities involving the actor, according to Pink Villa.
Its CEO, Ahn Ji Hye, who selected actor Kim Soo Hyun as a brand ambassador on August 1, 2024, announced on her social media on March 11: “Currently, all planned schedules related to the model are on hold.”
Kim’s reputation has taken a major hit among fans. On March 11, a fan account with 460,000 followers publicly withdrew its support. His Instagram followers dropped by 200,000, from 21.26 million to 21.06 million, as fans distanced themselves. His latest post has been flooded with critical comments and insults.
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South Korean actor Kim Soo Hyun. Photo from Instagram |
On Monday, an alleged aunt of Kim Sae Ron appeared in an interview on GaroSaero Research YouTube channel, accusing Kim Soo Hyun of causing financial stress that contributed to Kim Sae Ron’s death. Leaked images showing actress Kim Sae Ron pleading with Kim Soo Hyun for an extension on repaying a debt of 700 million won ($482,000).
In response, Kim Soo Hyun’s agency, Gold Medalist, vehemently denied the allegations, announcing their intention to take legal action against the spread of false information.
Kim Sae Ron was found deceased at her home in Seoul on Feb. 16 by a friend, with no signs of foul play. Her funeral was held on Feb. 19.
The actress was known for making history as the youngest South Korean artist to attend the Cannes Film Festival for her debut role in the 2009 movie “A Brand New Life.” She was also the youngest actress to be nominated for Best Actress at the prestigious Baeksang Awards in South Korea.
However, her career declined after her drunk driving incident, which caused her to lose film projects and endorsement deals.
Kim Soo Hyun, 37, made his television debut in 2007 and became a major figure in South Korea with successful series such as “Dream High,” “The Moon Embracing the Sun,” “My Love from the Star,” “It’s Okay to Not Be Okay,” and “Queen of Tears.”
Having started his acting career in his school years, he now stands as oneof the top-earningactors in South Korea, consistently commanding the highest average pay per episode, according to local media.
In addition to his acting career, Kim Soo Hyun also earns significant income through endorsement deals with prominent brands.
Despite the controversy, Kim remains one of South Korea’s highest-paid actors, earning approximately $165,000 per television episode and holding an estimated net worth of $117 million as of 2024, according to Tatler Asia.
