This article is probably right that there is probably no athlete with as much pressure on her to win Olympic Gold than Kim Yu-na:

Olympians often secure endorsement deals after winning gold, but South Korean figure skater Yu-Na Kim has the scenario reversed. Already a hugely popular figure in her home country, Kim is under enormous pressure to win gold, or those lucrative sponsorship contracts may not continue.

As the reigning world champion and Grand Prix champion, she is expected to win gold in Vancouver this week. But if the fickleness of skating and tough competition from Japanese skaters knock her off the medals podium, she will likely lose her sponsorship deals.

Kim’s face is already everywhere in South Korea, in advertising for everything from Hyundai cars to government promotions. If she can’t win, the perception will be that she spent too much time shooting commercials, and not enough time skating.  [Yahoo Sports]

If she gets beat out by Mao Asada I think people in Korea would by disappointed, but not pissed off because I think everyone recognizes Asada is a good skater.  However, if she loses to multiple skaters or doesn’t medal at all, her endorsements probably will come crashing down.

Don’t feel too bad for Kim Yu-na if she doesn’t medal because she is currently the top earning Olympian coming into these games, so she has plenty of money to fall back on.