South Korean superstar Kim Soo Hyun is facing a significant fallout in his career as several international brands, including luxury fashion house Prada, sever ties with the actor following a controversy surrounding his past relationship with late actress Kim Sae-ron, CNN reports.
The controversy ignited after a YouTube channel known for its political commentary alleged that Kim Soo Hyun, one of the most recognizable faces in South Korea’s entertainment industry, had been in a relationship with Kim Sae-ron when she was a minor. While Kim Soo Hyun’s agency, Goldmedalist, confirmed a relationship did occur, they stated it began when both actors were adults. Kim Sae-ron’s contract with Goldmedalist, who previously managed both actors, was not renewed in 2022.
The allegations sparked intense public scrutiny, highlighting the pressures faced by top stars in South Korea’s lucrative entertainment industry. Kim Sae-ron, a former child star, had faced her own career setbacks after a drunk-driving conviction in 2022 led to a period away from the public eye. She was found dead at her home in February of this year.
The repercussions for Kim Soo Hyun have been swift. Prada, which had only announced his appointment as a brand ambassador in December, confirmed this week that his contract has been terminated.
Dinto, a popular Korean cosmetics brand, announced on Instagram their decision to end their advertising model contract with Kim Soo Hyun, citing “the recent controversy” and stating that it would be “unfeasible” to continue the agreement.
Several other South Korean brands have also distanced themselves, reportedly removing images of the actor from promotional materials, according to the Chosun Ilbo newspaper. The publication also reported that Kim Soo Hyun, who enjoyed an enormous fan following both domestically and internationally, represented over 10 brands before the controversy emerged.
Kim Sae-ron’s career stalled following her 2022 drunk-driving incident in Seoul. A Seoul court found her guilty of driving under the influence in April 2023, fining her approximately $14,000. She avoided a jail sentence.
