Brands Begin to Terminate Cooperation, Kim Soo Hyun at Risk of Paying Penalties Up to Rp225 Billion

Kapanlagi.com - The name Kim Soo Hyun is back in the spotlight as several brands he represents begin to withdraw from their partnerships. This top actor was previously a brand ambassador for more than 15 well-known brands, including Shinhan Bank, Prada, Homeplus, and Dinto. However, following the controversy linking him to the late Kim Sae Ron, various companies have started to erase promotional traces involving him.

The impact of this situation could financially harm Kim Soo Hyun. According to reports from Korean media, the penalty for contract cancellation could reach 20 billion KRW (around Rp225 billion). This is due to regulations in the Korean advertising industry, where a brand ambassador involved in a scandal can be penalized up to three times the value of the original contract.

As of now, the agency Gold Medalist has not provided an official response regarding the possibility of Kim Soo Hyun having to pay the fine. Meanwhile, the public continues to follow the developments of this case, including whether other brands will follow suit in terminating their cooperation with the actor.

1. Several Brands Start to Distance Themselves from Kim Soo Hyun

Kim Soo Hyun is threatened with a fantastic fine. (credit:x.com/corine9000)

Since the controversy linking Kim Soo Hyun with the late Kim Sae Ron emerged publicly, several brands have begun taking drastic steps. Some of these include Eider and Shavolde, which have removed all promotional content featuring the actor from their websites and social media.

Additionally, Dinto, one of the well-known beauty brands, announced that all promotional plans involving Kim Soo Hyun have been temporarily halted. This move indicates that the industry is starting to avoid any form of involvement with the actor to protect their reputation.

2. Contract Fines Could Reach Hundreds of Billions of Rupiah

Kim Soo Hyun is at risk of paying a fantastic fine. (credit:x.com/corine9000)

According to reports from the Korean media Munhwa, the advertising contract value for Kim Soo Hyun for each brand ranges from 700 million Won to 1 billion KRW (around IDR 10–14 billion per year). If a brand ambassador is caught up in a scandal, companies typically impose penalties two to three times the value of the contract.

With a total of about 15 brands collaborating with him, the estimated fine that Kim Soo Hyun would have to pay if all his contracts were canceled could reach 20 billion KRW (around IDR 225 billion). This amount is certainly a very large figure, even for a top actor like him.

3. Penalty Rules in Brand Ambassador Contracts in Korea

Kim Soo Hyun is at risk of paying a fantastic fine. (credit:x.com/corine9000)

In the Korean entertainment industry, contracts between celebrities and brands usually include penalty clauses in the event of a scandal. An artist embroiled in controversy can be fined an amount determined by the negative impact caused to the brand.

This rule is implemented to protect the brand's reputation from the adverse effects that may arise from involvement with a public figure facing issues. That is why, when Kim Soo Hyun's name started to be associated with sensitive issues, several brands immediately took preventive measures to avoid further risks.

4. Chronology of the Controversy Involving Kim Soo Hyun

Kim Soo Hyun is at risk of paying a fantastic fine. (credit:instagram.com/soohyun_k216)

This controversy began in March 2025, when allegations emerged that Kim Soo Hyun had been in a relationship with Kim Sae Ron since the actress was 15 years old, while Kim Soo Hyun was 27 at that time. This claim was made by the late Kim Sae Ron's aunt in an interview with Garo Sero Institute, stating that the relationship had an impact on the young actress's mental health.

Additionally, several documents and photos claimed to be evidence of their relationship also began to circulate. This led the public to question Kim Soo Hyun's role in Kim Sae Ron's life, as well as the possibility that this controversy would continue to escalate.

5. What is the Agency's Stance and What are Kim Soo Hyun's Next Steps?

Kim Soo Hyun is threatened with a fantastic fine. (credit:instagram.com/goldmedalist_official)

As of now, Gold Medalist, the agency representing Kim Soo Hyun, has not issued an official response regarding the potential penalty fine that the actor may have to pay. However, they previously stated that they would release an official statement soon to clarify the various allegations circulating.

Meanwhile, the public and fans continue to observe how this situation will unfold. The question now is whether more brands will terminate contracts with Kim Soo Hyun, and what the agency's strategy will be in handling this escalating issue.

What do KLOvers think about this? Come on, write in the comments! If not now, when?

(kpl/vna)