Actor Kim Soo Hyun is facing a wave of ad contract troubles, with major brands reportedly backing away following serious allegations linked to the late Kim Sae Ron.

With his endorsement deals ending soon, many are wondering—is this the start of a complete fallout?

On March 12, reports revealed that Homeplus did not renew Kim Soo Hyun’s ad contract for its upcoming Encore Homeplan promotion.

The company is currently removing all promotional materials featuring him online and offline, just before the event launches on the 13th.

Fans also noticed that Kim Soo Hyun’s image suddenly vanished from the Homeplus app loading screen—with no prior notice! The timing of this move is sparking intense speculation.

This comes just days after the YouTube channel Garo Sero Institute (Gaseyeon) made shocking claims, alleging that:

Kim Soo Hyun dated Kim Sae Ron since she was a minor
He later sent her a legal notice demanding 700 million KRW (~$530,000) in compensation

The controversy is rapidly damaging his image, and brands seem to be reacting.

Kim Soo Hyun has been the face of Homeplus since early 2024, and the company even renewed his contract on February 23, praising his "trustworthy image."

However, with the second phase of their campaign starting soon, his involvement is now in doubt.

He also has major deals with Tous Les Jours, Shinhan Bank, Prada, Eider, and more—but will they continue working with him?

? Tous Les Jours’ contract ends this month, and reports suggest some stores have quietly removed his outdoor ads. Insiders believe a renewal is unlikely.
? Shinhan Bank’s contract is set to expire this summer, and a company official stated: “We are closely monitoring the situation.”
? Eider, K2, and Shabu All Day have deleted his images from their websites and social media.
? Beauty brand Dinto confirmed: “All scheduled activities related to our model are on hold.”

Kim Soo Hyun’s agency, Gold Medalist, has firmly denied all allegations, stating:

“These claims are completely false.”

They have also threatened strong legal action against the spread of misinformation.

Even after Gaseyeon released more alleged evidence from Kim Sae Ron’s family on March 11, Gold Medalist did not change its stance, stating:

“Our position remains unchanged.”

With major brands pulling back, the big question is—will this controversy permanently damage Kim Soo Hyun’s career? Stay tuned!

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Red Velvet’s Yeri has touched fans with a heartfelt tribute to her late friend Kim Sae Ron.

On March 12, Yeri posted a photo on her social media, showing herself with a woman believed to be Kim Sae Ron. The two were seen affectionately linking arms, reminding fans of their close friendship.

But what really caught attention was the message Yeri shared alongside the photo. She included lyrics from Jennie’s song "Slow Motion (feat. Zico)", which has gained meaning after Jennie revealed she wrote it "for one special friend."

Yeri specifically highlighted this line:
"I didn't leave ya, I still see ya."

Yeri and Kim Sae Ron were known to be best friends in the entertainment industry. Their bond was so strong that when Yeri took her first-ever vacation, she chose to travel to Bali with Kim Sae Ron.

Seeing Yeri’s emotional post, fans left messages of support, saying:
"This is so heartbreaking..."
"Yeri and Sae Ron had such a precious friendship."
"We miss you, Sae Ron."

Meanwhile, Kim Sae Ron’s family recently made shocking claims through the YouTube channel Garo Sero Institute. They alleged that she had been in a six-year relationship with Kim Soo Hyun since she was 15 years old and that her former agency, Gold Medalist, initially covered the ₩700 million KRW (~$530,000 USD) for her DUI accident, only to later demand repayment after her contract ended.

It was also claimed that Kim Sae Ron had posted an old photo with Kim Soo Hyun in an attempt to get in contact with him or his agency, as they had allegedly cut her off.

However, Gold Medalist firmly denied all allegations, stating, “The claims made by Garo Sero Institute regarding actor Kim Soo Hyun are completely false.”

As more details continue to unfold, fans are remembering Kim Sae Ron for the person she was, not just the controversies surrounding her. Yeri’s post has reminded everyone of the beautiful friendships she had in the industry.

What are your thoughts on Yeri’s emotional tribute? Let us know in the comments.

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