Ad Model Brand Reputation Rankings Gain Attention Amid Kim Soo-hyun’s Controversy—Who’s No.1?

Kim Soo-hyun's recent controversy has sent shockwaves through the advertising industry. As rumors surrounding his alleged relationship with the late actress Kim Sae-ron and speculation about underage dating continue to spread, public sentiment has worsened, drawing attention to how advertisers will respond.

His agency, Gold Medalist, has strongly denied the allegations, calling them "clearly false information" and vowing legal action. However, as additional photos and testimonies have surfaced, the controversy has only intensified.

Potential Impact on Advertising Contracts

Industry insiders are closely monitoring the situation to assess its impact on advertising deals. Brands that have Kim Soo-hyun as their ambassador are reportedly carefully reviewing their response strategies, concerned about potential fallout. If the controversy escalates, some speculate that the actor could face substantial financial penalties in the form of contract termination fees.

Currently, Kim Soo-hyun serves as a brand model for 16 companies, including Eider, Shabu All Day, Dinto, Homeplus, Shinhan Bank, Tous Les Jours, Cuckoo, Prada, and Jo Malone London. His influence extends far beyond South Korea, with a strong presence in China and Southeast Asia. His 2012 drama ''My Love from the Star'' catapulted him to immense fame across Asia, reportedly earning him KRW 50 billion in ad revenue in a single year. His annual modeling fee is estimated at KRW 1 billion per brand, and despite taking a hiatus for military service, he has maintained his status as a top-tier brand ambassador.

However, if the controversy lingers, his brand image could suffer serious damage. The advertising industry is already discussing crisis management strategies, and some brands are reconsidering contract extensions. Advertisers are expected to closely monitor public reaction before making any final decisions.

The latest advertising model brand reputation rankings, released in March 2025 by the Korea Corporate Reputation Research Institute, have drawn attention amid the ongoing controversy. Byeon Woo-seok took the No. 1 spot, followed by Son Heung-min, Lim Young-woong, IVE, BTS, Cha Eun-woo, Yoo Jae-suk, BLACKPINK, Lee Chan-won, and Lee Byung-hun rounding out the top ranks.

While Kim Soo-hyun remains on the list, continued controversy could negatively affect his brand reputation. In the advertising world, public trust directly influences brand value, and celebrity scandals often have immediate and significant consequences for advertisers. As a result, brands are increasingly prioritizing proactive image management and swift responses to negative publicity when selecting their ambassadors.