Kim Woo Bin officially replaces Kim Soo Hyun as the star of a local shabu-shabu franchise restaurant advertisement. The change of Shabu All Day advertisement stars was triggered by Kim Soo Hyun's controversy, which shocked netizens and fans.
The highest-paid Korean actor was rumored to have dated the late Kim Sae Ron when she was still a minor. On Monday June 2, 2025, Shabu All Day announced Kim Woo Bin as its new model on its official Instagram account @sballday_official.
Shin Min Ah's lover showed off his charm in a cream-colored plaid shirt with a comma hair style while holding a basket filled with fresh vegetables. Previously, Kim Soo Hyun also did the same pose with Kim Woo Bin, holding a basket of fresh vegetables in a white shirt. However, the collaboration only lasted a year.
Shabu All Day has erased Kim Soo Hyun's traces as a previous advertising star. Kim Soo Hyun's controversy began on Monday March 10, 2025 when Kim Sae Ron's family revealed the romantic relationship between the two. The Korean celebrity couple started dating when Kim Sae Ron was 15 years old.
The actor was known to be almost in his thirties at that time. Not a few netizens criticized Kim Soo Hyun and regretted the passing of the late Kim Sae Ron on Sunday February 16, 2025, coinciding with the actor's birthday. The chaos that occurred on social media is also feared to have a negative impact on a number of brands.
Kim Soo Hyun was once nicknamed the "CF King" and starred in advertisements for more than 16 brands including Shabu All Day, Prada, Shinhan Bank, Jo Malone London, Tous Les Jours, Cuckoo China, Homeplus, 7-Eleven Taiwan, YOU, and Tous Les Jours.
One by one, brands that recruited Kim Soo Hyun began to terminate their cooperation contracts because of his image changes. Some of them even filed lawsuits and asked Kim Soo Hyun to pay damages for his controversy.
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