Kim Soo-hyun’s Career in Crisis: Major Brands Drop Actor Amid Dating Scandal

In a rapidly unfolding controversy, South Korean actor Kim Soo-hyun faces significant professional setbacks as major brands sever ties following allegations of an underage relationship with the late actress Kim Sae-ron. The scandal has not only tarnished his public image but also led to a cascade of endorsements being withdrawn.

Prada and Other Brands Terminate Contracts

Luxury fashion house Prada was among the first to act, announcing the mutual termination of their contract with Kim Soo-hyun. A representative from Prada Korea stated, "Considering the seriousness of the issue, we mutually agreed to end the collaboration," emphasizing that the decision was made at the headquarters level. 

Similarly, cosmetics brand Dinto publicly declared the cessation of their advertising partnership with the actor. The company emphasized its commitment to upholding brand values and maintaining consumer trust as reasons for the termination. 

Other companies, such as bakery chain Tous Les Jours and sportswear brand K2 Korea, have also distanced themselves by removing promotional content featuring Kim Soo-hyun from their platforms. 

Allegations and Agency Response

The controversy erupted when a YouTube channel released an interview with a woman claiming to be Kim Sae-ron's aunt, alleging that Kim Soo-hyun had been in a relationship with the actress starting when she was 15 years old. The alleged six-year relationship has raised serious ethical and legal questions. 

In response, Kim Soo-hyun's agency, Gold Medalist, acknowledged that the two actors dated but maintained that the relationship began in the summer of 2019, after Kim Sae-ron had reached adulthood. This statement contradicts earlier denials issued by the agency in March of the previous year. 

Public Backlash and Social Media Impact

The scandal has led to a significant public outcry, with netizens threatening to boycott brands that continue to associate with Kim Soo-hyun. Financial institutions like Shinhan Financial Group, which had featured the actor in advertisements, have faced criticism for maintaining ties amid the allegations. 

The actor's social media presence has also been affected. Reports indicate a substantial decline in his Instagram followers, reflecting the growing public disapproval. 

Industry-Wide Repercussions

The ramifications extend beyond individual endorsements. The advertising industry is reevaluating its associations, with brands like Dinto stating, "All planned schedules related to the model have been put on hold," as they assess the situation. 

Conclusion

The unfolding events surrounding Kim Soo-hyun serve as a cautionary tale about the fragility of public image and the swift consequences that can arise from personal controversies. As more brands reassess their partnerships, the long-term impact on the actor's career remains uncertain.