https://n.news.naver.com/article/008/0005165000
Kim Soohyun (37) is facing a series of cut-offs from the advertising industry as he struggles to respond to the controversy surrounding his relationship with the late Kim Saeron. If the controversy escalates, there is a possibility that he may have to pay penalty fees to advertisers.
According to the industry sources on the 12th, Kim Soohyun is currently working as a model for 16 companies, including Eider, Shabu All Day, Dinto, Homeplus, Shinhan Banks, Tous Les Jours, Cuckoo, Prada, Jo Malone London, and more.
As Kim Soohyun has recently been involved in a personal controversy, there is a state of emergency in the advertising industry.
K2 Korea and Shabu All Day have removed all photos of Kim Soohyun from their channels due to concerns over brand image damage. Beauty brand Dinto has put all schedules related to Kim Soohyun on hold. Dinto's representative stated, "All employees have been working together to confirm the facts and discuss how to respond. All scheduled plans with the model have been put on hold."
CJ Foodville, which appointed Kim Soohyun as the model for Tous Les Jours in September last year, has decided to now renew its contract as it expires at the end of this month.
Kim Soohun has been receiving top-tier model fees based on his popularity in China and Southeast Asia. After the success of the 2012 drama 'My Love from the Star,' he earned an estimated 50 Billion KRW from advertisements alone that are. At that time, his model fee was about 1 Billion KRW per year. Although things slowed down due to his enlistment in the military service, he is still considered a top model.
In the January 2025 Brang Reputation Index rankings released by the Korea Corporate Reputation Research Institue, Kim Soohyun ranked 8th, following Byun Wooseok, Son Heungmin, Lim Youngwoong, Aespa, Cha Eunwoo, BTS, and BLACKPINK. Considering Cha Eunwoo's model fee is between 700 Million KRW to 1 Billion KRW per year, Kim Soohyun's fee is expected to be slightly lower or similar.
As his model fee is high, the penalty fees are also expected to be significant. Since the penalty fee is based on a confidential contract, it can't be specifically known. However, advertising contracts usually include a clause that states,, "In case of violation of laws or causing public controversy, a penalty of 2-3 times the advertising fee must be paid."
Even if we estimate Kim Soohyun's model fee to be 500 Million KRW per year, the amount of penalties he will have to pay will range from 16 Billion to 24 Billion KRW.
It is not rare to find cases where advertisers have paid penalties for violating their duty to maintain dignity. In 2014, comedian Lee Soogeun, who was indicted on charges of illegal gambling and sentenced to 6 months in prison with 1 year of probation, was sued for damages of 20 Billion KRW by an automotive goods company for which he was an advertising model. After a legal dispute over the penalty fee, he was ordered to pay 700 Million KRW, which is 280% of his model fee (250 Million KRW).
Girl group T-ARA, which was involved in a 'bullying controversy,' was also sued for damages by Chatelaine. At that time, T-ARA's agency admitted their fault and paid a penalty of 400 Million KRW, which is twice the model fee. Actress Kim Minhee, who was involved in an affair scandal with Director Hong Sangsoo, also reportedly paid several million KRW in penalty fees to a beauty brand she was modeling for.
-He has earned a lot of money, so he should pay it all back quickly.
-This is truly disgusting.
-He's going down just because of 700 Million KRW.
-Just 20 Billion KRW...? He's made so much money, though? This is really cruel and disgusting.
-This filthy bastard needs to experience the same thing he made Kim Saeron go through.
-Lock him up somewhere so that he can never show his face on TV again.
-I can't believe it's only 20 Billion KRW..? He should have to pay about 200 Billion KRW. This is disappointing.
-Kim Soohyun is experiencing exactly the same thing that he did to Kim Saeron.
-Is money really the problem here? Someone literally died.
-Take more from him.
-He probably has a lot of money...
-Pay up quickly and never show your face again.
-I don't think 20 Billion KRW would be a problem for someone like him.
-I feel nauseous every time I see him in ads.
-At this point, it’s pocket change for him. Take more from him.
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