The South Korean entertainment industry is once again in turmoil as public opinion turns against beloved actor Kim Soo Hyun. Following allegations made by the late actress Kim Sae Ron’s family, blaming the actor for her tragic passing, netizens have launched a campaign demanding that brands sever ties with him. If their demands are not met, they are threatening large-scale boycotts of companies associated with the actor.

Kim Soo Hyun is currently the face of 19 high-profile brands across various industries, from luxury fashion to banking. His widespread appeal and clean-cut image have made him a top choice for endorsements. However, with the controversy surrounding his alleged involvement in Kim Sae Ron’s situation, netizens believe his continued presence as a brand ambassador is inappropriate, particularly for companies that emphasize values such as trust, responsibility, and integrity.

The Brands Under Fire

The brands facing the most scrutiny include:

• 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 (Finance)
• Shinhan Bank
• 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)
• Jo Malone London (Fragrance)
• Cuckoo Electronics – Cuckoo (Home Appliances)
• Prada (Fashion)

Among these, Homeplus has been particularly targeted, with speculation suggesting that terminating Kim Soo Hyun’s contract may come with significant financial consequences. Nonetheless, many netizens argue that the reputational damage from keeping him as a spokesperson outweighs any financial penalties.

Public Outrage and Calls for Immediate Action

The growing movement on social media calls for brands to make swift decisions regarding their association with the actor. Many users have taken to online forums and comment sections, urging companies to take responsibility and align with public sentiment. Some netizens are already boycotting products and services linked to the actor, hoping to pressure companies into action.

While no official statements have been made by the brands in question, industry insiders suggest that many are closely monitoring the situation. The financial sector, in particular, is expected to act quickly, given that institutions like Shinhan Financial Group and Shinhan Bank are built on consumer trust and credibility.

The Impact on Kim Soo Hyun’s Career

The backlash against Kim Soo Hyun marks a stark contrast to his previously untouchable status as a top-tier actor. His endorsements have long been a testament to his widespread appeal and positive image. However, if more brands begin to distance themselves, it could significantly impact his career and future opportunities in the entertainment industry.

Whether these companies will bow to public pressure remains to be seen, but the controversy surrounding Kim Soo Hyun serves as yet another reminder of how quickly reputations can shift in the Korean entertainment industry. As public sentiment continues to turn against him, brands must weigh their options carefully or risk facing the financial consequences of a widespread boycott.