While the accusations that surround Kim Soo-Hyun have allegedly relationship with the deceased Kim Sae-Sore and the accusations of appointments of a minor continue to spread, public opinion has worsened, attracting significant attention to the advertisers’ reactions.
The Kim Soo-Hyun agency, gold medal, strongly refuted the accusations surrounding the actor, labeling them as “completely false” and swearing to take firm legal actions. Despite this, the controversy continues to intensify when new images and accounts of the witnesses emerge, further fueling the public debate.
The advertising industry is now evaluating the possible branches of this scandal on existing approval agreements. The brands who collaborated with Kim Soo-Hyun are looking closely at the developments, carefully evaluating their next steps. If the situation worsens, the actor could be at risk of facing heavy financial penalties due to potential violations of the contractual obligations.
Being one of the most sought-after brand ambassadors in South Korea and beyond, Kim Soo-Hyun currently represents 16 companies, including important brands such as Eider, Shabu All Day, District, HomePlus, Shinhan Bank, Tous Les Jours, Cuckoo, Prada and Jo Malone London. Its influence extends well beyond Korea, reaching the markets in China and in the South -est Asia. Following the success of “My Love from the Star” in 2012, its popularity has increased throughout Asia, according to reports, earning it about 50 billion KRW (about 34.5 million USD) every year. It is believed that its standard modeling fee is about 1 billion KRW (about 690,000 USD) per year and, although a break for mandatory military service has taken place, there has remained one of the most bankable celebrities in the sector.
However, if the scandal continues to gain traction, the negative impact on the reputation of its brand could be significant. The advertisers are already working in internal discussions to face the situation, with some reconsider whether to renew their contracts with the actor. The companies that have invested in Kim Soo-Hyun as a representative of their brand should make cautious decisions based on public sentiment and market trends.
Among the growing control, the attention turned to the last rankings of the reputation of the advertising trademark. A report published by the Corregrate Reputation Research Institute Korerate in March 2025 located by Uun Woo-Seok at the top of the list. Other celebrities who ensured high rankings included his son Heung-Min, Lim Young-Woong, Ive, BTS, CHA EUN-Woo, Yoo Jae-Suk, Blackpink, Lee Chan-Won and Lee Byung-Hun. While Kim Soo-Hyun is still present in the rankings, the current controversy can represent a threat to his position in the months to come.
The classification trends in the last three months highlight the strong connection between the reputation of the brand and consumer trust. The public figures involved in personal scandals often see their decline in marketability while the brands strive to protect their image. In response to these risks, advertisers are now placing a greater emphasis on the management of crises and are ready to quickly face any negative advertisement to safeguard the value of their brand.
