Kim Woo Bin Becomes New Face of SHABUALLDAY After Brand Drops Kim Soo Hyun

Shabu-shabu specialty brand SHABUALLDAY has officially named actor Kim Woo Bin as its new exclusive model, stepping in after a sudden shakeup in the brand’s image.

On June 2, SHABUALLDAY introduced Kim Woo Bin as their latest brand ambassador through a fresh advertisement posted on its official website and social media platforms.

"Our brand’s official model is actor Kim Woo Bin. SHABUALLDAY and Kim Woo Bin will fill a fresh day together. ALLDAY will be waiting for you here," the brand stated in its announcement.

This decision followed the termination of the brand’s previous partnership with actor Kim Soo Hyun. SHABUALLDAY had hired Kim Soo Hyun in July last year as its first-ever advertisement model. However, his involvement in a controversy linked to the late actress Kim Sae Ron led to the abrupt end of the contract.

The change sparked confusion among franchise owners, as Kim Soo Hyun’s image was widely used in store interiors and promotional materials—including paper placemats that featured his face. Now, with Kim Woo Bin taking over, stores will gradually transition to updated marketing materials.

Meanwhile, Kim Soo Hyun continues to face challenges beyond this brand deal. Several companies have reportedly filed lawsuits against him, seeking refunds of model fees and compensation for damages. These legal actions stem from the fallout of his public controversy.

Kim Soo Hyun previously admitted to dating Kim Sae Ron for about a year after she reached adulthood but denied other circulating speculations.