On March 13, 2025, Munhwa News disclosed alarming estimates from industry insiders regarding Kim Soo-hyun, suggesting he may face penalties exceeding 20 billion KRW (approximately $13.8 million) due to infractions related to brand advertisement contracts. This predicament follows serious allegations concerning an underage relationship with the late actress Kim Sae-ron, significantly impacting the star of The Queen of Tears.
Recently revealed by Kim Sae-ron’s family during a livestream with Garosero, it was alleged that Kim Soo-hyun began dating the actress in 2015 when she was just 15, lasting until 2022. This first came to light in an interview conducted on March 10, 2025, followed by further discussions on March 12, 2025.
According to Munhwa, Kim Soo-hyun commands an impressive endorsement fee ranging from 700 million KRW (almost $480,984) to 1 billion KRW (around $687,120) annually per brand, which contributes to the severe financial implications he now faces due to the scandal.
Korea JoongAng Daily has also reported that the Tous les Jours bakery chain has removed all promotional materials featuring Kim Soo-hyun from its social media accounts, highlighting the swift repercussions of the allegations.
Allkpop noted that initially, the head of Dinto, a cosmetics firm, attempted to defend Kim Soo-hyun but faced considerable backlash, prompting an apology and the cessation of all marketing activities featuring the actor. Additionally, advertisements for Jeju Air have been switched to private, indicating that the airline is distancing itself from the controversy for the moment.
Netizens Call for Boycott of Brands Associated with Kim Soo-hyun Amidst Dating Scandal
The scandal erupted on March 10, 2025, as Kim Sae-ron’s family publicly accused Kim Soo-hyun of being in a relationship with her when she was underage, a claim introduced by her aunt during the Garosero interview.
Tragically, Kim Sae-ron died by suicide on February 16, 2025. The BBC reported that her body was found around 4:55 PM KST in a Seoul apartment. Notably, this heartbreaking event coincided with Kim Soo-hyun’s 37th birthday.
Key revelations from Kim Sae-ron’s aunt included the following:
- The two were allegedly involved from 2015 to 2022 when Kim Sae-ron was a minor.
- She reportedly worked pro bono for Kim Soo-hyun’s talent agency, Gold Medalist, which was established in 2019.
- Upon her reaching adulthood, Kim Soo-hyun allegedly proposed marriage.
- She reportedly requested time to clear a substantial debt of 700 million KRW.
- Their personal tragedy unfolded on the same day as Kim Soo-hyun’s birthday.
Kim Sae-ron’s legal troubles began in 2022 when she was involved in a drunk-driving incident, with a blood alcohol content exceeding the legal limit of 0.08%. This incident resulted in significant damages to 57 businesses, prompting the court to impose a fine and a repayment order, which Gold Medalist initially settled on her behalf. Subsequently, they issued her a legal notice to repay the amount by December 31, 2023.
Reportedly, Kim Sae-ron reached out to Kim Soo-hyun for assistance after receiving the repayment notice, pleading for an extension. Unfortunately, she did not receive any response from him, according to News18.
Social media has been buzzing with calls for a boycott, targeting 18 well-known brands linked to Kim Soo-hyun as consumers urge these companies to sever ties with the actor in light of the ongoing scandal. The brands under scrutiny include:
- Swatch Group – MIDO (Watches)
- HEBE Beauty (Cosmetics)
- YOU Beauty (Cosmetics)
- K2 Korea – Eider (Outdoor Apparel)
- Homeplus (Retail)
- Classys – Volnewmer (Beauty)
- Suyen Corporation – BENCH (Clothing)
- Shinhan Financial Group (Finance)
- Shinhan Bank
- All Day Fresh – Shabu All Day (Restaurant)
- Trend Maker – Dinto (Cosmetics)
- Tous Les Jours (Bakery)
- KOSÉ – DECORTÉ AQ (Cosmetics)
- Frombio (Health Supplements)
- Estée Lauder Companies (Fragrance)
- Jo Malone London (Fragrance)
- Cuckoo Electronics – Cuckoo (Home Appliances)
- Prada (Fashion)
Amid the escalating crisis, Kim Soo-hyun has reportedly lost around 300,000 followers on Instagram, dwindling from 21.2 million to 20.9 million by March 12, 2025, as relayed by Koreaboo. In the meantime, producers are reassessing project involvements featuring the 37-year-old actor, effectively placing them on hold.
In response to the allegations, Kim Soo-hyun’s agency, Gold Medalist, has vigorously denied any involvement in the reported dating history with Kim Sae-ron and has indicated plans to pursue legal action against those tarnishing the actor’s reputation.