Apart from being one of the highest paying actors in South Korea, Kim Soo-hyun (김수현) is reportedly one of the highest paid advertisement models in the industry. His annual advertisement revenue was estimated at KRW50 billion (approximately RM152,785,875), with individual company fees reaching KRW1 billion (around RM3,055,558). Although his momentum slowed somewhat due to his military enlistment, he remains one of the top advertising models in the industry.
However, the “Queen of Tears” star is currently experiencing major issues in the advertising sector regarding allegations of a past relationship with the late actress Kim Sae Ron. Despite denying all claims that had been made against him, this controversy has led to concerns among brands he endorses, potentially resulting in substantial financial penalties.
As of 12th March 2025, Kim Soo-hyun represents 18 brands that are currently under pressure to cut ties with him. Brands like K2 Korea and Shabu All Day have removed all promotional materials featuring the celebrity from their platforms to protect their brand image. Similarly, cosmetics company Dinto has suspended all planned activities involving the actor. Additionally, CJ Foodville, which engaged the 37-year-old as the face of Tous Les Jours in September of the previous year, has reportedly chosen not to renew his contract, which is set to expire at the end of this month.
According to the Korea Corporate Reputation Research Institute, Kim Soo-hyun ranked eighth in the brand reputation index for January 2025, following actors like Byun Woo Seok and Cha Eun Woo. Given his high modelling fees, the penalties for any breach of contract are expected to be substantial. While specific penalty clauses are confidential, advertising industry experts suggest that the total penalties could amount to as much as KRW20 billion (approximately RM61,113,274).
Adding onto the heat, on 13th March 2025, “Sports Kyunghyang” published a controversial article titled “Did we forget Ko Joon Hee’s ‘Burning Sun rumor’ incident? Kim Soo-hyun faces pressure due to official statement teaser.” The piece compared Kim Soo-hyun to Ko Joon Hee, implying that the silence from his own company was responsible for the severe criticism he faced. Netizens quickly accused Kim Soo-hyun of media manipulation, especially since he founded the company himself, and criticised him for allegedly using another actress as a shield. What do you think?
Nakhla Sabrina contributed to this article
