On March 13, 2025, the South Korean news outlet Dailyan disclosed that Homeplus will not include the popular actor Kim Soo-hyun as a model in its much-anticipated ‘Encore! Homeplus is Back’ event, scheduled for March 19, 2025. This decision comes after a brief stint where Kim was reappointed as the brand’s advertising face in February 2025 to mark their 28th anniversary, with his promotional materials still in circulation until recently.
This sudden shift appears to be in response to ongoing controversies involving Kim Soo-hyun and the late actress Kim Sae-ron, whose passing has spurred intense media scrutiny. Allegations from Garosero Institute, which surfaced on March 10, claim that Kim Soo-hyun may have had an inappropriate relationship with Kim Sae-ron, dating back six years to when she was a minor.
Gold Medalist Agency to Address Controversy
In a related development, Yonhap News reported on March 13 that Kim Soo-hyun’s agency, Gold Medalist, plans to publicly address the controversies surrounding him and Kim Sae-ron. Their upcoming statement aims to clear up misunderstandings and tackle unfounded rumors. The agency has emphasized their commitment to transparency, saying:
“In order to correct the facts and respond to groundless rumors, we will reveal our position next week based on clear evidence. We apologize for causing you to wait for a long time.”
Specific details regarding the timing and nature of this disclosure remain undisclosed. It’s important to note that the claims regarding Kim Soo-hyun’s relationship with Kim Sae-ron were purportedly conveyed to the Garosero Institute by Kim Sae-ron’s aunt, heightening the gravity of the situation.
As further developments emerged, a photograph of Kim Soo-hyun reportedly kissing Kim Sae-ron was shared, along with letters purportedly written by him in 2018 and 2019, which included affectionate nicknames for her. These revelations have compounded the controversy surrounding the actor.
Meanwhile, Gold Medalist reassured fans that Kim Soo-hyun will remain part of the cast for MBC’s entertainment program, Good Day. A representative confirmed to TenAsia that no requests for his exit have been made. Additionally, the actor is set to continue filming the upcoming Disney+ drama, Knock Off, and has personally extended apologies to the production team regarding the ongoing turmoil.
In a tragic turn of events, the late Kim Sae-ron was found deceased by a friend on February 16, 2025, with authorities later ruling her death as a suicide.