Shinhan hit by slew of controversies over celebrity endorsers
Shinhan Bank is facing fresh backlash over its brand campaign with actor Cha Eun-woo, who joins other top Korean celebrities hired as the company’s endorsers but who later became embroiled in high-profile scandals. Also a member of the K-pop boy band Astro, Cha allegedly evaded income taxes worth 20 billion won ($13.86 million) through a suspected shell company managed by his mother, according to the National Tax Service (NTS). The NTS has ordered Cha to pay the 20 billion won, the largest amount imposed on a Korean celebrity to date, tarnishing his image after the news circulated widely last week. The development was also damaging for Shinhan Bank, which has been focusing on brand campaigns to drive growth in the fast-evolving banking industry in the digital era. The country’s second-largest lender signed an endorsement deal with Cha in February 2025, following setbacks in campaigns with actor Kim Soo-kyun and the K-pop girl group NewJeans. The company had previously signed a contract with Kim in June 2024, leveraging his popularity from leading roles in major hit dramas such as “M
