Thanks to his immense popularity, “Queen of Tears” actor Kim Soo-hyun (김수현) has secured an impressive 18 brand deals as a brand ambassador. His endorsements include luxury fashion house Prada and home appliances brand Cuckoo. However, with his recent scandal making waves, many of these brands are now facing intense public scrutiny with netizens actively threatening to boycott.
The controversy stems from allegations involving Kim Soo Hyun and the late actress Kim Sae-ron (김새론), who tragically passed away earlier this year. Accusations of the actor grooming the former child actress have sparked outrage, putting immense pressure on brands associated with the actor to cut ties. In response, Kim Soo Hyun’s agency has firmly denied the claims and announced plans to take legal action against the accusers.
Following his scandal, many of the brands that Kim Soo-hyun endorses are getting hit with threats of boycott as long as they continue working with him. Netizens hope that the boycott will push the brands to distance themselves from Kim Soo-hyun and drop the controversial star as their brand ambassador. The 18 companies and brands currently linked to him and are facing boycott include:
- Cuckoo Electronics – Cuckoo (Home Appliances)
- Prada (Fashion)
- Jo Malone London (Fragrance)
- Swatch Group – MIDO (Watches)
- HEBE Beauty (Cosmetics)
- YOU Beauty (Cosmetics)
- K2 Korea – Eider (Outdoor Apparel)
- Homeplus (Retail)
- Classys – Volnewmer (Beauty)
- Suyen Corporation – BENCH (Clothing)
- Shinhan Financial Group and Shinhan Bank (finance)
- All Day Fresh – Shabu All Day (Restaurant)
- Trend Maker – Dinto (Cosmetics)
- CJ Foodville – Tous Les Jours (Bakery & Confectionery)
- KOSÉ – DECORTÉ AQ (Cosmetics)
- Frombio (Health Supplements)
- Estée Lauder Companies (Fragrance)
Shinhan Financial Group is especially under pressure by netizens to end their contract with the actor as his involvement in financial services is inappropriate in this situation. One Korean netizen commented, “They always say financial sector models are chosen for their trustworthy and likable image… but wow, what a complete betrayal.”
Consumers are increasingly vocal on social media platforms, threatening boycotts and expressing disappointment towards companies that maintain associations with the actor amidst the controversy. As the situation unfolds, it remains to be seen how these brands will navigate the complex dynamics of celebrity endorsements in the face of serious allegations. What do you think?
Source: Koreaboo
Nakhla Sabrina contributed to this article
