Kim Soo-hyun to Address Allegations After Kim Sae-ron's Death Amid Advertising Fallout

Actor Kim Soo-hyun has announced plans to officially respond to various allegations surrounding the death of Kim Sae-ron, but the fallout in the advertising industry has already begun. Following Kim Sae-ron's passing, her family has been revealing details about the circumstances leading to her death through the YouTube channel 'Garo Sero Research Institute' (가로세로 연구소) since March 10.

According to the family and 'Garo Sero', Kim Soo-hyun was in a relationship with Kim Sae-ron from 2015 to 2021, when she was a minor. They allege that after Kim Sae-ron's DUI accident in 2022, which led to her hiatus and financial struggles, Kim Soo-hyun pressured her to repay 700 million KRW borrowed to settle the incident.

In response, Kim Soo-hyun's team has labeled these claims as "clear falsehoods," stating that 'Garo Sero' has made malicious accusations, including that Kim Soo-hyun and the YouTuber colluded to harass Kim Sae-ron, and that the agency's response to her DUI was inappropriate. They are considering taking strong legal action against the spread of these false claims.

Despite this, 'Garo Sero' has intensified pressure on Kim Soo-hyun by releasing photos and handwritten letters. The family has also expressed their grievances in interviews with various media outlets.

Kim Soo-hyun's team stated, "We will clarify the facts and respond to baseless rumors with clear evidence next week. We apologize for the prolonged discomfort and ask for your understanding as we seek to halt ongoing reports."

The advertising industry has reacted sensitively to this controversy. Various brands, including aesthetic, cosmetic, dining, and health supplement companies, have removed Kim Soo-hyun's images from their official channels. Even a decade-old advertisement featuring him has been made private, indicating the industry's close watch on the situation.

Homeplus, which recently re-signed Kim Soo-hyun as a model for its 28th-anniversary campaign, has also taken action by removing his photos from their app's main page. As of March 13, it was confirmed that advertisements featuring Kim Soo-hyun have been switched to private on YouTube, distancing themselves from the controversy. Homeplus, already facing corporate restructuring, has been hit hard by this scandal.

Kim Soo-hyun's advertising fees are estimated to range from 700 million to 1 billion KRW annually. Given that penalties for contract breaches typically amount to two to three times the fee, if he fails to adequately address the allegations, he could face penalties of around 20 billion KRW. The situation may further evolve depending on his ongoing or upcoming projects in entertainment.