One of South Korea’s most sought-after actors, Kim Soo-hyun, is currently embroiled in a controversy surrounding the late Kim Sae-ron. The actress’s family, particularly her aunt, has publicly blamed the actor for Sae-ron’s tragic death. As the situation unfolds, all eyes remain on Kim Soo-hyun — as well as the numerous brands he endorses.
The actor is the face of 19 high-profile brands, spanning luxury fashion, finance, cosmetics, and retail. However, his reputation now hangs by a thread following the controversy.
Kim Soo-hyun faces fallout
In the wake of the scandal, Korean netizens have urged companies to cut ties with Kim Soo-hyun, threatening boycotts if they fail to act. Many believe his involvement has tarnished his once-pristine public image, making him a risky choice for brand partnerships.
Amid the growing backlash, some companies are already taking precautionary steps. Vegan beauty brand Dinto has officially put all promotional activities involving Kim Soo-hyun on hold.
“All employees are checking the facts and discussing how to proceed. Currently, all scheduled events and campaigns with the model have been suspended,” Dinto stated, as reported by Koreaboo.
Other distribution companies working with Kim Soo-hyun are also reportedly reviewing the situation internally, weighing their options as public pressure mounts.
With the possibility of further fallout, here’s a list of the 19 brands Kim Soo-hyun currently represents — and could potentially lose:
Watches: Swatch Group – MIDO
Cosmetics: HEBE Beauty, YOU Beauty, Dinto, KOSÉ – DECORTÉ AQ
Outdoor Apparel: K2 Korea – Eider
Retail: Homeplus
Finance: Shinhan Financial Group, Shinhan Bank
Food & Beverage: All Day Fresh – Shabu All Day, CJ Foodville – Tous Les Jours
Health: Frombio
Fragrance: Estée Lauder Companies, Jo Malone London
Home Appliances: Cuckoo Electronics – Cuckoo
Fashion: Suyen Corporation – BENCH/, Prada
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