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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Former S.E.S member Shoo (Yoo Soo Young) warmed hearts as she shared a touching moment with her twin daughters—taking them to the same wholesale market where she once worked during a difficult time in her life.

On May 8, Shoo posted several photos on Instagram showing her spending time with her twin daughters, Ra Hee and Ra Yul, at the Dongdaemun wholesale market. In the caption, she wrote, “Did everyone enjoy the holiday? I feel like I made a memory I’ll never forget for the rest of my life.”

The photos showed Shoo and her daughters smiling brightly while eating and shopping together. Her daughters, now visibly grown up, were even seen wearing similar shoes and clothes as their mom.

Shoo opened up about a painful chapter in her past. “When I was struggling, I once sold clothes I got from Dongdaemun with the help of a friend,” she shared. “I used to go there from night to early morning, picking up fleece clothes, hairpins, and shoes, thinking, ‘My kids would love this if I brought them here.’”

Now that her daughters are older, Shoo finally fulfilled that dream. “We laughed so much while shopping. We bought hairpins, socks, and clothes together,” she said. “They’ve grown so much—they can even wear the same things as me.”

Reflecting on the experience, she added, “Memories of my past flashed before my eyes. I told them how I used to work late at night, carrying heavy bags and walking around for 10 hours straight.”

Shoo emotionally concluded, “I was so happy to show my kids the nighttime world I once worked in.”

Fans who remember Shoo’s twins from The Return of Superman were touched to see how much they’ve grown. Shoo, now a proud mom of three, continues to update fans through her TV appearances and social media, showing her strength as both a mother and former idol.

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