Netizens insist that these companies must act quickly.

Thanks to his popularity, Kim Soo Hyun is currently the face of a whopping 19 different high-profile brands that he is actively promoting.  Following the recent accusations thrown his way from the late actress Kim Sae Ron‘s family — essentially blaming the actor for Sae Ron’s suicide death — Korean netizens are demanding that companies drop him as their model… or face boycotts.

The actor has endorsements across various industries, including luxury fashion, finance, cosmetics, and retail. However, with the new controversy, many seem to believe that his image no longer aligns with the values of these brands — especially in the financial sector, which often prioritizes a trustworthy and positive public image.

• Swatch Group – MIDO (Watches)
• HEBE Beauty (Cosmetics)
• YOU Beauty (Cosmetics)
• K2 Korea – Eider (Outdoor Apparel)
• Homeplus (Retail)
• Classys – Volnewmer (Beauty)
• Suyen Corporation – BENCH/ (Clothing)
• Shinhan Financial Group (Finance)
• Shinhan Bank
• All Day Fresh – Shabu All Day (Restaurant)
• Trend Maker – Dinto (Cosmetics)
• CJ Foodville – Tous Les Jours (Bakery & Confectionery)
• KOSÉ – DECORTÉ AQ (Cosmetics)
• Frombio (Health Supplements)
• Estée Lauder Companies (Fragrance)
• Jo Malone London (Fragrance)
• Cuckoo Electronics – Cuckoo (Home Appliances)
• Prada (Fashion)

As the backlash grows, netizens are calling for large-scale boycotts against companies that continue working with Kim Soo Hyun. Homeplus, one of the brands he represents, has been singled out — with netizens speculating that terminating his expensive contract could result in a massive financial penalty.

Others have criticized financial institutions, like Shinhan Financial Group, for hiring him, arguing that his involvement in advertisements for banking services is inappropriate given the situation.

• “He’s really doing a ton of ads, f*ck… If companies don’t drop Kim Soo Hyun as a model, I’m boycotting and refusing to buy from them.”
• “They always say financial sector models are chosen for their trustworthy and likable image… but wow, what a complete betrayal.”
• “Homeplus better pay that ₩20.0 billion KRW (about $13.7 million USD) penalty, f*ck.”
• “How the hell does someone like him end up in a financial ad?”
• “If they keep using him as a model, let’s start a boycott.”

The pressure is mounting as more netizens insist that companies must act quickly to protect their reputations. You can read more about the serious accusations Kim Soo Hyun is facing from Kim Sae Ron’s family below.