Kim Woo Bin has been officially appointed as the newest advertising model for Shabu All Day, replacing Kim Soo Hyun who was caught up in a scandal. This promotional face change was announced on June 2, 2025 via the official Shabu All Day website which immediately featured Kim Woo Bin on the main banner.
Actor Kim Woo Bin was chosen because of his clean, professional and controversy-free image, something that brands really need nowadays. Netizens have been giving positive reactions, calling Kim Woo Bin the right choice to restore Shabu All Day's image.
This step is an effort to restore its image after Shabu All Day was hit by a storm due to the Kim Soo Hyun and Kim Saeron scandal. Many franchise owners are confused because their store interior designs and marketing tools heavily feature Kim Soo Hyun's face.
In one case, some stores even went so far as to turn over tablecloths featuring the actor's image to avoid drawing negative comments from customers. Now, with the presence of Kim Woo Bin, Shabu All Day is trying to start a new chapter that is safer from controversy.
Kim Woo Bin's increasing popularity and clean reputation are thought to be able to regain public trust. Meanwhile, Kim Soo Hyun's position as the “CF King” began to waver as many advertising contracts were suddenly terminated.
From Dinto, Tous Les Jours, Shinhan Bank to Prada, the majority of brands chose to pull Kim Soo Hyun's promotional materials. Meanwhile, in response to the circulating controversy, Kim Soo Hyun admitted that he had a relationship with Kim Saeron after the actress was of age, but denied other rumors.
Kim Soo Hyun has even filed a defamation lawsuit for 11 billion won against Kim Saeron's family. With Kim Woo Bin joining the cast, Shabu All Day's latest campaign is expected to save the brand's image which had been shaken.
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