Actor Kim Woo-bin has officially replaced fellow actor Kim Soo-hyun as the new promotional model for Shabu All Day, following a recent scandal involving the latter and late actress Kim Sae-ron.

The franchise announced the change Monday by updating its official website, prominently featuring Kim Woo-bin on the homepage banner.

The move comes amid a reputational crisis that hit the restaurant chain after Kim Soo-hyun's alleged involvement in a controversial relationship surfaced.

Known for his dependable and clean-cut image, Kim Woo-bin's appointment has drawn widespread approval online.

"Successful image restoration," one user commented. Another praised the move, calling him "a great fit for the brand."

Shabu All Day faced significant backlash in recent weeks, with some franchise owners expressing confusion and frustration over Kim Soo-hyun's continued presence in their stores.

"There were even cases where table mats with his image were flipped over to avoid attracting attention," one franchisee told local media, speaking on condition of anonymity.

Kim Soo-Hyun, previously known as a "CF King" due to his numerous endorsement agreements with companies such as Dinto, Tous Les Jours, Shinhan Bank, and Prada, has also lost most of his advertising deals.

Some of his contracts were reportedly canceled, and others had promotional materials discreetly scrubbed of him.

The scandal centers on Kim's past relationship with Kim Sae-ron, who died earlier this year. Allegations circulated that he dated her while she was underage.

Kim Soo-hyun denied that claim but confirmed they were in a relationship "for about a year after she became of age."

He has since filed a defamation lawsuit worth ₩11 billion KRW (approximately $8 million USD) against her family.

Industry analysts say Shabu All Day's decision signals a sharp pivot to stabilize its brand image.

"Kim Woo-bin brings credibility and a non-controversial public persona, which is exactly what the brand needs right now," said Park Ji-eun, a Seoul-based branding expert.

Kim Woo Bin's career has been on the rise, and he has been in high demand for expensive commercials following his recent projects, as well as the public's warm feelings towards him after his recovery from cancer.

As the public and advertisers continue to distance themselves from controversy, industry watchers say Kim Soo-hyun's once-flourishing endorsement career may face a long road to recovery.