Kim Soo-hyun dropped from brand campaign of a shabu-shabu franchise — who’s the new face?

Kim Woo-bin, left, and Kim Soo-hyun / Xportsnews

Kim Woo-bin has stepped into the role of brand ambassador for the food brand Shabu All Day, replacing Kim Soo-hyun after a series of controversies.

Shabu All Day recently selected Kim Woo-bin as its new promotional model. Photos of Kim are now featured on the company’s website.

Fans of Kim Woo-bin reacted enthusiastically, commenting online with messages such as “I’ll have to visit again soon,” and “He’s a perfect fit for the brand.”

Shabu All Day’s previous model, Kim Soo-hyun, became embroiled in controversy after allegations surfaced that he had been in a relationship with the late Kim Sae-ron while she was underage, along with other accusations.

Reports circulated online of a customer at a Shabu All Day location receiving a table mat with Kim Soo-hyun’s face flipped upside down, further fueling public attention.

Following the controversy, several brands that had worked with Kim Soo-hyun — including Homeplus, Shinhan Bank, Tous Les Jours, Cuckoo, Prada and Jo Malone London — terminated their advertising contracts or removed promotional materials.

Kim Soo-hyun recently held a press conference to deny the allegations, including the claim that he had dated the late Kim Sae-ron while she was a minor and reports of a 700 million won ($520,000) debt. He and his legal team have filed defamation lawsuits against the late Kim Sae-ron’s family and several YouTubers.

This article from Xportsnews is translated by a generative AI system and edited by The Korea Times.