Kim Soo Hyun faces potential contract issues as brands react to recent allegations. Homeplus has replaced his ads, and other companies are reportedly reconsidering their partnerships. This raises questions about the actor’s future endorsement deals.
Homeplus Changes and Brand Reactions
Homeplus replaced Kim Soo Hyun’s advertisements for its upcoming Encore Homeplan promotion. The company removed all online and offline promotional materials featuring him. His image also vanished from the Homeplus app loading screen. This action happened just before the event’s launch on March 13.
This change follows allegations made by the YouTube channel Garo Sero Institute (Gaseyeon). They claimed that:
Kim Soo Hyun dated Kim Sae Ron when she was a minor.
He later demanded 700 million KRW (~$530,000) from her in compensation.
These claims are affecting his public image, and brands are taking notice.
Kim Soo Hyun had been the face of Homeplus since early 2024. The company renewed his contract on February 23, citing his “trustworthy image.” However, his involvement in the second phase of their campaign is now uncertain.
Other brands are also responding:
Tous Les Jours’ contract ends this month. Some stores have reportedly removed his outdoor ads, and insiders suggest a renewal is unlikely.
Shinhan Bank’s contract expires this summer. A company official stated, “We are closely monitoring the situation.”
Eider, K2, and Shabu All Day removed his images from their websites and social media.
Beauty brand Dinto confirmed, “All scheduled activities related to our model are on hold.”
Agency Denials and Legal Actions
Kim Soo Hyun’s agency, Gold Medalist, denied all allegations.
“These claims are completely false.”
The agency also threatened legal action against the spread of misinformation.
Even after Gaseyeon released more alleged evidence from Kim Sae Ron’s family on March 11, Gold Medalist maintained its position.
“Our position remains unchanged.”
The question remains whether this controversy will permanently affect Kim Soo Hyun’s career.
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Disclaimer:All data and facts presented in this article are sourced from trusted outlets believed to be accurate at the time of writing. However, we cannot guarantee 100% accuracy. For further verification, please cross-check with the sources listed below.
Saikat Nandy is an entertainment news writer who covers the latest trends and stories from the world of showbiz, has a keen eye for spotting the most interesting and relevant topics, and delivers them to his audience with flair and humor. He is also a freelance blogger, content writer, and website designer who loves to explore new technologies and creative ideas.
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