Kim Soo-hyun, one of South Korea’s most prominent actors and highest-paid advertisement models, is facing intense backlash over allegations concerning his past relationship with the late actress Kim Sae-ron. Despite his repeated denials, the controversy has significantly impacted his career, particularly in the advertising sector, where major brands are reevaluating their partnerships with him.
The “Queen of Tears” actor, who reportedly earns an estimated KRW50 billion (~RM152 million) annually from endorsements, has seen several brands take steps to distance themselves from him. Companies like K2 Korea and Shabu All Day have removed promotional materials featuring him, while cosmetics company Dinto has suspended all scheduled activities involving the star. Additionally, CJ Foodville, which engaged Kim as the face of Tous Les Jours in September 2024, has chosen not to renew his contract, set to expire at the end of March 2025.
Brands Under Pressure to Cut Ties
As of 12th March 2025, Kim Soo-hyun remains a brand ambassador for 18 major companies, including Eider, Homeplus, Shinhan Bank, Prada, and Jo Malone London. However, growing public scrutiny and concerns over brand image have placed these partnerships under strain, with many companies facing pressure to sever ties.
Advertising industry insiders warn that breaches of contract due to morality clauses could result in severe financial penalties. Given Kim Soo-hyun’s high endorsement fees—typically around KRW1 billion (~RM3 million) per company—experts estimate that the total penalties he may face could amount to KRW20 billion (~RM61 million). His reputation in the endorsement industry had already been affected by his military enlistment, and this ongoing controversy has further jeopardized his standing.
The Allegations and Timeline
The controversy initially erupted following claims that Kim Soo-hyun had been romantically involved with Kim Sae-ron when she was underage. These allegations gained traction when the YouTube channel HoverLab shared purported photos of the two together, allegedly taken when Kim Sae-ron was just 15.
On 13th March 2025, the media outlet “Sports Kyunghyang” published a critical article comparing Kim Soo-hyun’s handling of the situation to past scandals, such as Ko Joon-hee’s involvement in the “Burning Sun” controversy. The report suggested that Kim Soo-hyun’s silence worsened the public reaction. Furthermore, netizens accused the actor of media manipulation, particularly as he owns his management company, GoldMedalist, and alleged that he used other celebrities as shields to deflect criticism.
Financial Dispute with Kim Sae-ron
Adding further complexity to the controversy are reports of a financial dispute between Kim Soo-hyun and Kim Sae-ron before her tragic passing in February 2025. Allegedly, Kim Sae-ron owed KRW700 million (~RM2.1 million) due to damages related to her previous drunk driving incident. Reports claim that Kim Soo-hyun and his agency pressured her to repay this debt, leading to significant emotional distress.
Kim Sae-ron’s family revealed that she had sent a desperate message to Kim Soo-hyun in March 2024, pleading for more time to repay the amount. “Oppa, it’s me, Sae-ron. I received the payment notice… Please, I beg you, just give me some time,” the message read. Allegedly, Kim Soo-hyun ignored her repeated calls, and when she attempted to contact him through her cousin’s phone, the number was leaked to entertainment reporters, resulting in unwanted media attention for her family.
Additionally, a viral comment in a live chat suggested that actor Won Bin had been willing to cover Kim Sae-ron’s debt, which further fueled public criticism of Kim Soo-hyun. Many netizens expressed disappointment, questioning why a wealthy actor like Kim Soo-hyun would insist on legal action despite his significant financial resources.
GoldMedalist’s Response and Official Statement
Facing increasing backlash, Kim Soo-hyun’s agency, GoldMedalist, issued an official statement on 13th March 2025, ahead of schedule. The agency confirmed that Kim Soo-hyun and Kim Sae-ron had been in a relationship but only between summer 2019 and autumn 2020, after she had legally reached adulthood.
“It is not true that Kim Soo-hyun dated Kim Sae-ron when she was a minor,” the statement declared. The agency also denied claims that Kim Soo-hyun had pressured her to repay any debts, stating that GoldMedalist had covered the amount as an “uncollectible accounts expense.” To support this, they cited a letter from Kim Sae-ron’s legal representative, dated March 2024, which acknowledged the agency’s financial assistance.
GoldMedalist further dismissed speculation that financial stress over the debt played a role in Kim Sae-ron’s tragic passing, calling such accusations “an unreasonable and excessively malicious claim.” However, despite this statement, public opinion remained divided, with many questioning whether the agency’s response came too late to salvage Kim Soo-hyun’s reputation.
Kim Soo-hyun’s Psychological Struggles and Future Prospects
Amid the ongoing controversy, reports suggest that Kim Soo-hyun is experiencing significant psychological distress. GoldMedalist disclosed that the actor has been struggling with “severe psychological instability” as he faces accusations of having played a role in Kim Sae-ron’s downfall. The pressure has reportedly intensified, with individuals even gathering outside GoldMedalist’s offices, adding to the actor’s stress.
As public backlash continues to mount, Kim Soo-hyun’s future in the entertainment industry hangs in the balance. With major brands reconsidering their partnerships and his public image under fire, the coming months will be critical in determining whether he can recover from this scandal or if his career will take a lasting hit. Whether he can reclaim his position as one of South Korea’s most sought-after stars remains to be seen.
Kim Soo-hyun faces an uphill battle in rebuilding his reputation, and recovering from this controversy won’t be an easy feat. While his acting talent remains widely acknowledged, lingering concerns about his past interactions with underage celebrities and athletes have only added to the scrutiny surrounding him.
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*Sources: Visual and Reference Credits to Social Media & various cross-references for context.
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