“There’s a saying that you don’t need to worry about celebrities.” Looking at the numbers, it’s easy to see why. KRW 20 billion for Cha Eun-woo, KRW 7 billion for Yoo Yeon-seok, and KRW 6 billion for Honey Lee—these are the additional tax amounts imposed following National Tax Service (NTS) audits of celebrities’ one-person corporations from last year through early this year.
The sheer size of the tax assessments alone has stunned the public. Many are reacting with disbelief, asking, “Just how much do celebrities earn if their tax bills alone run into billions of won?”
Top-tier stars can earn in a short period what most people could never imagine making in a lifetime. The core of their income structure lies in advertising and event appearances. As the global popularity of K-content continues to rise, so too have celebrity profiles and appearance fees soared at remarkable speed.
Cha Eun-woo, who recently came under scrutiny, is considered a top-tier “Grade A-plus” figure in the advertising industry. His endorsement fees are reportedly around KRW 2 billion for a global annual contract and approximately KRW 1 billion for domestic deals. Given the number of endorsements he has signed over the years, some estimate his potential cumulative advertising revenue could approach KRW 100 billion.
However, not all celebrities earn on the scale of Cha Eun-woo, Yoo Yeon-seok, or Honey Lee. Just as acting roles and major projects tend to concentrate among a small group of stars, revenue is also heavily skewed toward a select few. This concentration reflects the competitive nature of capitalism, where success amplifies further opportunities.
Changes are also emerging on the advertiser side. With trends shifting rapidly and concerns over celebrities’ private-life risks, brands are increasingly shortening contract terms and strengthening penalty clauses. For celebrities, this has led to a push toward diversifying income streams rather than relying on long-term endorsement deals alone.
Another major income source for celebrities perceived as wealthy is event appearances. Fees for events in the Seoul metropolitan area reportedly run into tens of millions of won, with even higher amounts for regional events. Depending on the nature of the event and the level of participation required, the compensation can climb even further.
That said, the higher a star’s income, the greater the tax burden that follows.
To manage this, many celebrities have sought to reduce taxes through various expense deductions. It is in this process that differences in interpretation between taxpayers and the National Tax Service have repeatedly surfaced—often resulting in high-profile audits and hefty additional tax assessments that continue to spark public debate.
Sources: Nate