Actor Kim Soo-hyun / Yonhap
Actor Kim Soo-hyun is facing the biggest crisis of his career, as advertising contracts are canceled and international fan communities turn their backs on him. With mounting calls for his removal from dramas and entertainment shows, speculation over potential penalties continues to intensify.
The fallout has now extended beyond Korea, with Kim’s scheduled appearance at a major event in Taiwan also in jeopardy. The actor was set to headline the 2025 Kaohsiung Cherry Blossom Festival hosted by 7-Eleven Taiwan on March 30 in Kaohsiung.
Still, Taiwanese media reports suggest that his participation is now unlikely amid the ongoing controversy, according to Korean news outlet Edaily and other media.
If canceled, the penalty is expected to exceed 1.3 billion won ($990,000), making it one of Kim’s costliest setbacks to date.
The festival had been planning to release special promotional products featuring Kim’s image, including fresh food packaging, coffee cups and cup sleeves. Fan meeting tickets were already distributed through a lottery, and front-row seats had sold out.
Kim was scheduled to perform for 40 minutes on the final day, a centerpiece of the festival lineup. However, organizers are reportedly reconsidering his attendance due to the intensifying backlash.
The crisis stems from allegations that Kim had a relationship with the late actor Kim Sae-ron during her time as a minor, as well as claims involving financial disputes between the two. While the allegations remain under dispute, the public reaction has been adverse, delivering a blow to Kim’s once-impeccable image.
Kim, one of Korea’s most sought-after advertisement models, had been the face of more than a dozen brands ranging from beauty products and major retailers to outdoor gear and luxury fashion. Following the controversy, these brands have begun severing ties.
In some cases, promotional materials featuring Kim have been hastily removed or reversed, and videos of his cardboard standees being discarded overseas have gone viral.
Repercussions spread as Cuckoo China drops ads
The damage is particularly striking in Chinese-speaking regions, where Kim gained immense popularity through the hit drama "My Love from the Star." As the allegations continue to circulate, several large fan communities have shut down or suspended activity, reflecting a steep decline in public support.
According to Chinese media outlets, the China branch of Cuckoo, a home appliance maker, announced via its official Weibo account that it will terminate all promotional activities involving Kim Soo-hyun.
The company also stated that it would remove all images of Kim from its official platforms, including WeChat, Weibo, and its website—and suspend all planned marketing campaigns featuring the actor.
Jo Malone ends ambassador contract
Seperately, British fragrance brand Jo Malone London has also decided to end its contract with Kim, who had served as its ambassador in Asia, according to Newsis on Thursday.
The brand had initially planned to let the contract expire this month, but ultimately decided not to renew the agreement in light of the growing controversy surrounding the actor.
The repercussions have also reached Kim’s current projects. He is currently filming the Disney+ drama "Knock Off" and appearing in MBC's variety show “Good Day.”
Both productions have faced public pressure to remove him from their casts. The producers of "Good Day" have since announced they will minimize Kim’s airtime in upcoming episodes in response to viewer concerns.
Attention is now focused on "Knock Off," which carries a production budget in the hundreds of millions of won. Should Kim be removed from the lead role, the project could face significant delays and financial losses.
This article is translated by a generative AI system and edited by The Korea Times.