The controversy surrounding Kim Soo-hyun underscores the vulnerability of celebrity endorsements amid scandalous allegations. As companies continue to safeguard their reputations, Kim faces a challenging path to reclaim public trust. The case highlights the precarious nature of fame and the rapidity with which a carefully built image can unravel.

South Korean star Kim Soo-hyun is currently facing backlash following allegations that he was in a six-year-long relationship with the late Kim Sae-ron. The relationship reportedly started when she was 15 and he was 27 and ended in 2021.

South Korean actor Kim Soo Hyun faces severe emotional turmoil and career setbacks following accusations linking him to late actress Kim Sae Ron. Major brands have cut ties with him, while his agency denies the allegations.