On Tuesday, YouTube channel Garo Sero Institute released a photo of Kim Soo Hyun kissing Kim Sae Ron on the cheek, contradicting his past denials of a romantic relationship. It alleged that he had been dating Kim Sae Ron since she was 15 and called for an investigation into possible misconduct with a minor.

Kim Soo Hyun was also accused of abandoning Kim Sae Ron during her financial struggles.

In March 2024, she allegedly sent him a text pleading for help, asking him to intervene when her former agency, Gold Medalist—which he owns—threatened legal action over a 700 million won (US$482,000) unpaid debt.

After Garo Sero Institute’s livestream, Kim Soo Hyun’s representatives issued a statement on Tuesday, vowing to “take a firm stance against false information.”

Despite his denial, Kim Soo Hyun’s reputation has suffered. Thousands of comments on his latest Instagram post demand “justice for Kim Sae Ron.” Across social media and online forums in Asia, heated debates continue, with many urging him to apologize and step away from the industry.

A Kim Soo Hyun fan Instagram account with over 460,000 followers has since shut down. The controversy has also affected his brand endorsements.

On March 12, Aekyung Group made advertisements featuring Kim Soo Hyun for Jeju Air private, including a 2015 campaign that targeted the Asian market. Although Jeju Air has not officially commented on the reason, sources suggest it is in response to public backlash following Kim Sae Ron’s passing.

Many other brands, including Homeplus, Shinhan Bank, Tous Les Jours, Dinto, Eider, Cuckoo, Prada, Jo Malone, and Shabu All Day, have begun removing Kim Soo Hyun’s images from social media or reconsidering their endorsements.

Dinto, a vegan beauty brand partnered with Kim for several years, has halted all activities involving the actor, according to Pink Villa.

Meanwhile, some fans argue that Garo Sero Institute has yet to provide conclusive evidence and continue to support the actor.

Kim Sae Ron was found deceased at her home in Seoul on Feb. 16 by a friend, with no signs of foul play. Her funeral was held on Feb. 19.

The actress was known for making history as the youngest South Korean artist to attend the Cannes Film Festival for her debut role in the 2009 movie “A Brand New Life.” She was also the youngest actress to be nominated for Best Actress at the prestigious Baeksang Awards in South Korea.

However, her career declined after her drunk driving incident, which caused her to lose film projects and endorsement deals.

Kim Soo Hyun, 37, made his television debut in 2007 and became a major figure in South Korea with successful series such as “Dream High,” “The Moon Embracing the Sun,” “My Love from the Star,” “It’s Okay to Not Be Okay,” and “Queen of Tears.”

Having started his acting career in his school years, he now stands asoneof the top-earningactorsin South Korea, consistently commanding the highest average pay per episode, according to local media.

In addition to his acting career, Kim Soo Hyun also earns significant income through endorsement deals with prominent brands.

Despite the controversy, Kim remains one of South Korea’s highest-paid actors, earning approximately $165,000 per television episode and holding an estimated net worth of $117 million as of 2024, according to Tatler Asia.