Top Brands Drop South Korean Actor Kim Soo Hyun amid Relationship Controversy

Global brands including luxury fashion house Prada and Korean beauty label Dinto have cut ties with South Korean actor Kim Soo Hyun following a growing controversy surrounding his past relationship with the late actress Kim Sae-ron.

Kim, widely regarded as one of the biggest names in South Korean entertainment, came under fire after a political YouTube channel alleged that he had begun a relationship with Kim Sae-ron when she was still a minor. The claim ignited a wave of online criticism, further highlighting the intense public scrutiny that Korean celebrities face in the country’s high-stakes entertainment industry.

Kim Soo Hyun’s agency, Goldmedalist, denied the allegations, stating through the South Korean newspaper Chosun Ilbo that the relationship occurred only when both were adults. Despite this, the controversy has already taken a toll on the actor’s professional image.

Kim Sae-ron, a former child star who rose to fame in films and dramas, passed away in February 2025. Her career had stalled following a 2022 DUI conviction, and she had largely withdrawn from the public eye. Police have ruled out foul play but are still investigating the circumstances of her death.

The fallout for Kim Soo Hyun has been swift. Prada, which had appointed him as a brand ambassador in December, confirmed this week that they have mutually ended their partnership. In a statement to CNN, the company said, “It has been mutually decided to end the collaboration between Prada and Kim Soo Hyun.”

Cosmetics brand Dinto also issued a statement on Instagram, saying it had “terminated its advertising model contract” with Kim, citing the ongoing controversy and the company's conclusion that continuing the partnership was “unfeasible.”

According to Chosun Ilbo, several other brands have similarly begun to distance themselves from the actor, removing his image from advertising campaigns and promotional content. Before the controversy, Kim reportedly represented over 10 major brands, making him one of South Korea’s most sought-after endorsers.

Kim Sae-ron’s family has since issued a statement through legal representatives, accusing Kim Soo Hyun of making “false statements” that caused their family emotional distress, and noted that they are considering legal action.

The tragic death of Kim Sae-ron has not only prompted national sympathy but also reopened public discussions about the relentless pressure placed on Korean celebrities. Similar national soul-searching followed the deaths of other K-pop and K-drama stars such as Moon Bin, Sulli, Goo Hara, and Song Jae-lim.

In South Korea, celebrities often face harsh public judgment for even minor missteps, such as drinking, smoking, or social media activity—highlighting the unforgiving standards imposed on public figures in the country’s entertainment industry.