Fans urge brands to drop Kim Soo Hyun after allegations linked to Kim Sae Ron's death

South Korean actor Kim Soo Hyun is facing heavy criticism after serious allegations surfaced about his past relationship with the late actress Kim Sae Ron. The controversy started after Kim Sae Ron’s aunt made shocking claims during an interview with a YouTube channel called Garosero Research Institute. The aunt said Kim Soo Hyun and Kim Sae Ron had a secret relationship that lasted six years, starting when Sae Ron was only 15 years old. She also accused Kim Soo Hyun of turning his back on Sae Ron after her DUI incident in 2022, which she believes worsened her situation.
The aunt claimed that Kim Soo Hyun’s agency, Gold Medalist, made things worse by allegedly adding to Sae Ron’s financial troubles. Many fans have linked these events to Sae Ron’s tragic death earlier this year. The actress passed away in February 2025, and her death was ruled a suicide. Despite the official ruling, many people online believe there is more to the story. Some are even calling Sae Ron’s death her "final revenge" on Kim Soo Hyun.
As the controversy grows, a large number of fans and netizens in South Korea are demanding that companies stop using Kim Soo Hyun as their brand ambassador. He has worked with many well-known brands in luxury fashion, cosmetics, retail, and finance. However, some people now say that the recent allegations do not match the trustworthy image expected from someone promoting these products.
According to Koreaboo, many users on social media and forums like The Qoo have threatened to boycott the brands that continue to work with Kim Soo Hyun. One comment read, “He’s really doing a ton of ads. If companies don’t drop Kim Soo Hyun as a model, I’m boycotting and refusing to buy from them.” Another person added, “They always say financial sector models are chosen for their trustworthy and likable image… but wow, what a complete betrayal."
Some social media users have also criticized Kim Soo Hyun for appearing happy and thanking fans for birthday gifts shortly after Kim Sae Ron passed away. One person wrote on Twitter (now X), “Expose him please, he deserves no mercy at all, just like he showed no mercy too, no signs of remorse or compassion on the day she left this world."
People are also pointing out the double standards, saying Kim Sae Ron was heavily criticized and boycotted after her DUI, while Kim Soo Hyun is still being supported by many of his fans. “It’s crazy how some fans put their beloved oppa over their morals. Sae Ron was dragged through hell for a DUI and was boycotted, while it’s still crickets about this man,” one netizen commented.
As the backlash continues, Kim Soo Hyun’s professional career could be in serious trouble. Despite the growing anger online, his agency, Gold Medalist, has strongly denied all the allegations, calling them “entirely false.”