Well-known South Korean actor Kim Soo-hyun, who endorses a remarkable 19 different brands across numerous sectors, has recently found himself at the center of public scrutiny. This backlash follows serious allegations made by the family of the late actress Kim Sae-ron, who tragically passed away by suicide. Her family claims that Kim Soo-hyun played a role in contributing to the emotional distress leading up to her death.
In response to these claims, the online community in South Korea has rallied, urging brands to sever ties with the actor. Some users have even threatened boycotts if the companies choose to maintain their endorsements with him.
Kim Soo-hyun’s portfolio includes endorsements from a variety of prestigious brands in sectors such as luxury fashion, finance, and cosmetics. Some notable collaborations include:
- Prada (fashion)
- Shinhan Financial Group and Shinhan Bank (finance)
- Homeplus (retail)
- MIDO by Swatch Group (watches)
- Eider by K2 Korea (outdoor apparel)
- Volnewmer by Classys (beauty devices)
- BENCH by Suyen Corporation (clothing)
- Shabu All Day by All Day Fresh (restaurant)
- Dinto by Trend Maker (cosmetics)
- Tous Les Jours by CJ Foodville (bakery and confectionery)
- DECORTÉ AQ by KOSÉ (cosmetics)
- Frombio (health supplements)
- Estée Lauder Companies (fragrance)
- Jo Malone London (fragrance)
- HEBE Beauty and YOU Beauty (cosmetics)
- Cuckoo Electronics (home appliances)
The growing chorus of voices demanding action has sparked discussions among netizens about the appropriateness of these brands continuing their partnerships with Kim Soo-hyun. To date, none of the companies involved have publicly addressed the ongoing situation or indicated any changes to their endorsement engagements.
Overview of Allegations Against Kim Soo-hyun
The controversy escalated when claims surfaced alleging a past romantic relationship between Kim Soo-hyun and the late Kim Sae-ron. During a video released by the YouTube channel Garosero Research Institute on March 10, 2025, Kim Sae-ron’s aunt made a disturbing assertion: that the two had been together for six years, with the relationship starting when Kim Sae-ron was just 15 years old.
The aunt also revealed that Kim Soo-hyun and his former agency, Gold Medalist, allegedly paid around KRW 700 million to support Kim Sae-ron during her drunk driving incident. She stated that Kim Sae-ron was grateful for the assistance and wished to repay it in some way.
In a further series of claims, she alleged that after Kim Sae-ron’s agreement with Gold Medalist ended, their relationship deteriorated, with the late actress seeking Kim Soo-hyun’s attention through social media. After she reached out, she claimed that Kim Soo-hyun and his agency issued a statement distancing themselves from her.
In the video, the aunt attributed part of Kim Sae-ron’s financial struggles to the actions of Gold Medalist. She suggested that the agency’s conduct had adverse effects on the young star, culminating in her tragic passing on February 16, 2025, which notably coincided with Kim Soo-hyun’s birthday.
Additionally, she accused Gold Medalist of collaborating with YouTuber Lee Jin-ho to create challenges for Kim Sae-ron, highlighting potential conflicts of interest within the agency.
Following the surge of allegations, Gold Medalist released a formal statement categorically denying the charges. Labeling the allegations as “baseless and malicious,”the agency refuted claims of an underage relationship and denied any mistreatment of Kim Sae-ron.
Gold Medalist announced their intention to seek legal action against the YouTube channel that disseminated the claims, while expressing their sadness over the loss of Kim Sae-ron. They condemned the rumors as a form of online bullying that had plagued the actress throughout her life and urged the public not to propagate misinformation.