The Incident: In May 2022, Kim Sae-ron was involved in a DUI accident, where she crashed her car into several street posts. The incident sparked public outrage, especially given her status as a beloved actress.
Immediate Consequences: Following the DUI, Kim faced legal and financial repercussions, including a hefty fine and suspension from her projects. Her actions led to a temporary hiatus from her career.
Public Apology: Kim issued a public apology, expressing deep regret and taking full responsibility for her actions. However, the damage to her image had already begun.
Suspension from Projects: Several companies and productions paused or canceled her involvement in ongoing projects, including dramas and advertisements, as a direct result of the scandal.
Loss of Endorsements: Kim’s endorsement deals were also affected, as brands distanced themselves from her amid the controversy.
Impact on Fanbase: While some fans continued to support her, others expressed disappointment, impacting her once-loyal fanbase.
Return to Work: Despite the incident, Kim gradually returned to work, but her career trajectory was altered. It took time for her to regain public trust.
Long-Term Consequences: The DUI incident had long-lasting effects on Kim Sae-ron’s public image, highlighting the challenges celebrities face when involved in scandals, and the importance of rebuilding trust with both fans and the industry.
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