Lotte Hotel Busan. On 20 May 2014, Kim was appointed as one of the Public Relations Ambassador for his alma mater, Chung-Ang University. On 25 October 2015, Kim was appointed as the Goodwill Ambassador of Seoul. For the city's promotion, he participated in various cultural events in the next two years. In 2015, Kim was the Honorary Ambassador for the Incheon International Airport. In 2016, Kim is the Promotional Ambassador for Paradise City. Philanthropy Since, 2012, Kim and his fans have donated a total of 20 tons of rice every year to help those in need. In April 2014, during his tour of Asia Kim donated about ₩200 million to the China Children & Teenager's Fund from a Gucci charity event. He also joined Yellow Ribbon Campaign and donated ₩300 million to help the teenage victims of Sewol ferry tragedy. In January 2017, Kim along with 32 top stars of South Korea joined an online fund raising event, Give Love, to help NGO dedicated to protecting children's rights. In February 2020, Kim delivered ₩100 million in donations related to COVID-19 to support low income families. Endorsements Kim has been regarded as the 'King of product endorsements' by media outlets; and has been the face of variety of products ranging from food, clothing, electronics, telecoms to automobiles and more. He started emerging as a blue chip in the advertising industry soon after he grabbed viewer's attention through his acting in Giant. But when he starred in Moon Embracing the Sun, he set the record of being the face of 17 products simultaneously overtaking figure skater Yuna Kim, who had set the record back in 2009 by amassing 15 endorsements. Kim became most in-demand advertising model after his drama My Love From the Star with appearing in more than 30 advertisements, including 10 airing in China and other Asian counties. He has also been the face of Jeju airlines and main character of a Chinese video game. In 2014, Kim Soo-hyun appeared in an ad alongside Gianna Jun for Chinese bottled water company Hengda bingquan. The move drew negative reactions from South Korean fans due to Hengda listing the source of its water as "Jang bai shan" (Changbai Mountain) rather than the Korean name, "Mount Baekdusan." Both actors sought to revoke their ad contracts after the backlash but Kim eventually decided to continue with the ad, which disappointed many of his fans.