[News] Kim Soo-hyun Caught in Late Kim Sae-ron Controversy… Advertisers Cut Ties
Actor Kim Soo-hyun is currently facing controversy related to the late Kim Sae-ron. As Kim Sae-ron’s family and the YouTube channel Garo Sero Research Institute (hereafter referred to as Gaseyon) continue to expose allegations about his past relationship with her, the issue is escalating. In response, the advertising industry has quickly taken action, distancing itself from the actor.
Revelations by the Family and Gaseyon, and Kim Soo-hyun’s Rebuttal
Since March 10, the late Kim Sae-ron’s family has been revealing details about her passing through Gaseyon. According to the claims made by her family and the channel, Kim Sae-ron was allegedly in a relationship with Kim Soo-hyun from 2015—when she was still a minor—until 2021. Furthermore, they claim that after her DUI accident in 2022, which led to her career suspension and financial difficulties, Kim Soo-hyun pressured her to repay 700 million KRW for handling the accident’s aftermath.
Kim Soo-hyun’s side, however, has strongly denied these allegations, calling them "clearly false" and warning of legal action. His agency, Gold Medalist, stated, "The various claims regarding Kim Soo-hyun are malicious falsehoods, and we are currently reviewing legal measures." They also announced that an official statement clarifying the facts would be released next week.
Despite this, Gaseyon has intensified the controversy by releasing additional evidence, including photos of affectionate gestures and handwritten letters. The late actress’s family has also spoken to the media, further asserting their grievances and keeping the controversy in the spotlight.
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Advertising Industry Begins Distancing from Kim Soo-hyun
As the controversy grows, the advertising industry has been among the first to react. Several brands that had featured Kim Soo-hyun as a model have swiftly removed his images from their official channels.
One of the most notable responses came from Homeplus, which had recently reappointed Kim Soo-hyun as its brand model. Following the controversy, Homeplus removed advertisements featuring the actor and made related content private. Other brands in the cosmetics, health supplement, and food service industries have also taken similar actions, signaling caution in response to the ongoing issue.
Kim Soo-hyun’s annual endorsement fee is estimated to range between 700 million and 1 billion KRW. If advertising contracts are terminated due to the controversy, he could be liable for penalties amounting to up to 20 billion KRW—as breach-of-contract penalties in the industry typically range from two to three times the original contract value. Additionally, if this issue affects his current or upcoming TV dramas and variety show appearances, his financial losses could grow even further.
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Kim Soo-hyun to Announce an Official Statement Next Week
Kim Soo-hyun and his agency are set to release an official statement next week to clarify their stance. The agency stated, "We will present the facts and respond to baseless rumors," and added, "We apologize for any distress caused by the ongoing media coverage."
However, with Gaseyon and the late actress’s family continuing to make further allegations, the situation remains uncertain. It is still unclear how Kim Soo-hyun will address the accusations and whether the controversy will subside. Depending on how events unfold, this issue could have a significant impact on both the entertainment and advertising industries.