ON June 2ndThe official website of the restaurant chain has been updated, with Kim Woo-Bin Front and Center on its main promotional banner. Known for his reliable and clean image, the Kim Woo-Bin appointment was largely welcomed by the Netizen, with comments praising the choice as “A successful image restoration” AND “A perfect solution for the brand.”
This decision follows a turbulent period for Shabu all day, who had to face a branding crisis after Kim Soo-Hyun was involved in a public scandal that involves the end of the actress Kim Sae-Ron.
The controversy created a substantial confusion for the franchise owners, many of whom had integrated the image of Kim Soo-Hyun in their internal furniture and marketing tools. In a remarkable case, according to reports, some stores have launched mats with its image to avoid negative attention.
While Shabu all day tries to distance himself from the controversy, the Kim Woo-Bin appointment marks a clear strategic pivot. Its growing popularity and the reputation without stain make it a strong choice to guide the brand in a new chapter.
In the meantime, the state of Kim Soo-Hyun as a high-level approval model has undergone a strong success. Once crowned a “CF King” with sponsorships from more than 16 brandsIncluding, Tous Les Jours, Shinhan Bank and Prada, is now seeing many of those partnerships dissolving. Most brands have marked contracts or removed promotional material with him in silence.
In response to the controversy, Kim Soo-Hyun recognized out with Kim Sae-Sore for about a year after he became adult but He strongly denied any relationship while he was a minor. Since then he has presented a ₩ 11 billion KRW (about $ 8 million USD) Read for defamation against his family.
While the audience and the sector shift their attention, the new Shabu All Day campaign with Kim Woo-Bin could be just what the franchise needs to regain the trust of consumers and stabilize its brand identity in the wake of turbulence.
