This article is part of our coverage of Kim Soo Hyun And Kim Sae Ron’s Relationship. You can read more and view the entire timeline here.
Actor Kim Soo Hyun is currently endorsing around 15 companies, including Shinhan Bank, Prada, Homeplus, and Dinto. After his recent controversy involving the late actress Kim Sae Ron arose, brands have been cutting him off. Eider and Shavolde have deleted all content related to Kim Soo Hyun from their official websites and social media platforms. Dinto stated that all scheduled plans involving him have been put on hold.
Popular K-Beauty Brand Gets Cancelled After They Show Support For Kim Soo Hyun
Given his huge star status and multiple brand deals, it is only natural that the fees he may incur from contract violations due to his controversy are huge. As per Korean media outlet Munhwa‘s report, industry insiders have estimated that Kim Soo Hyun’s current advertising model fees per brand are estimated to range from ₩700 million KRW (about $483,000 USD) to ₩1.00 billion KRW (about $690,000 USD) annually.
Typically, when a model becomes involved in a social controversy or negative incident during an advertising contract, they are required to pay a penalty fee, which is usually 2 to 3 times the contracted amount. Given that he is contracted with around 15 brands at the moment, Kim Soo Hyun may have to pay a penalty of around ₩20.0 billion KRW (about $13.8 million USD) in total.
In March 2025, allegations surfaced accusing actor Kim Soo Hyun of engaging in a romantic relationship with actress Kim Sae Ron when she was 15 and he was 27. These claims were brought to light by Kim Sae Ron’s aunt during an interview on the YouTube channel Garosero Research Institute, where she suggested that this relationship contributed to the actress’s tragic death by suicide. The aunt alleged that the relationship lasted six years, starting when Kim Sae Ron was a minor. You can read more about it below.
Kim Sae Ron’s Aunt Alleges Actor Kim Soo Hyun Dated The Late Actress Since She Was 15, Blames Him For Her Death In A Damning Exposé