Three months into the swirling controversy surrounding Kim Soo-Hyun and his alleged relationship with late actress Kim Sae-Ron, the fallout shows no signs of slowing. As major brands continue to sever ties with the embattled actor, another prominent endorsement has slipped through his fingers — and this time, the spotlight has shifted to fellow K-drama star Kim Woo-Bin.
On June 4, multiple Korean news outlets reported that Kim Woo-Bin has officially stepped in as the new brand ambassador for Korean food chain Shabu All Day, replacing Soo-Hyun across all promotional platforms. Woo-Bin’s image has already begun appearing on the company’s website and marketing materials, signaling a clear shift in direction for the brand.
In a statement, Shabu All Day said:
“Our brand’s official model is actor Kim Woo Bin. SHABUALLDAY and Kim Woo Bin will fill a fresh day together. ALLDAY will be waiting for you here.”
Fans of Kim Woo-Bin were quick to react on social media, celebrating the announcement. One user on X wrote, “He’s a perfect fit for the brand.” Another added, “I’ll have to visit again soon.”
However, the change sparked more than just excitement — it reignited online criticism of Kim Soo-Hyun. Several netizens took subtle (and not-so-subtle) digs at the disgraced actor, drawing stark comparisons between the two stars. One user noted, “They chose someone who isn’t into minors, specifically.” Another quipped, “His girlfriend is five years older — that’s called healthy taste.”
The backlash stems from March this year, when reports alleged that Kim Soo-Hyun had been in an inappropriate relationship with Kim Sae-Ron while she was still a minor. The scandal led to a domino effect of brand terminations, with international and domestic companies distancing themselves from him. High-profile names like Prada, Cuckoo China, Tous les Jours, K2 Korea, Shinhan Bank, Dinto, Aekyung Group, and Eider have already dropped him from endorsement deals.
Meanwhile, Kim Woo-Bin’s image has been on a steady rise. The model-turned-actor made his debut in White Christmas (2011) and has since built a strong portfolio with hits like School 2013, The Heirs, Twenty, Uncontrollably Fond, Master, and Our Blues. Known for his grounded persona and long-term relationship with actress Shin Min-Ah, Woo-Bin is being embraced by both brands and fans as a “safe” and respectable choice.
With Kim Woo-Bin now stepping into the spotlight as the new face of Shabu All Day, the contrast between the two actors has become a talking point — and a symbolic passing of the torch in Korea’s endorsement world.
