Korean beauty brand DINTO has decided to end its collaboration with Kim Soo Hyun. The South Korean actor is currently in the public spotlight after being revealed to have dated Kim Sae Ron when she was still a minor. Previously, DINTO still showed support and waited for Kim Soo Hyun's statement, who was labeled a pedophile.
On Tuesday March 12, 2025, the CEO of DINTO admitted that he could not sleep and cried because so many people gave support with the shocking news about his model Kim Soo Hyun. The woman behind the Instagram account @ahniu2023 emphasized that they were still waiting for Kim Soo Hyun's clarification.
He also promoted a pop-up store that will be held in June 2025. "Regarding our model (Kim Soo Hyun), first of all, we will trust him and wait. Rather than being shaken by things that have not been confirmed, I will focus on what I can and should do," was the initial statement from the CEO of Korean beauty brand DINTO.
However, the criticism that came made DINTO threatened to lose consumers and be boycotted en masse. DINTO's CEO was considered to show support for Kim Soo Hyun's behavior in dating a minor. Three days later, Saturday March 15, 2025, DINTO officially announced the end of Kim Soo Hyun's contract as a model.
The contract should have only been terminated or extended after August 2025. They took firm steps after reviewing the statement issued by Kim Soo Hyun's agency, Gold Medalist. "DINTO has decided to terminate its advertising contract with Kim Soo Hyun as a model.
Regarding the recent controversy, as partners in a business relationship and contractual agreement, we believe that the principle of good faith must be upheld. Therefore, until Kim Soo Hyun and his agency have the opportunity to convey their positions, we are unable to issue an official statement or terminate the contract immediately.
For your information, DINTO's contract with Kim Soo Hyun was signed for one year and will be valid until August 2025." "After reviewing the statement released by his agency yesterday, we have determined that there are strong reasons that make the contract unable to be fully implemented. Therefore, we are officially proceeding with the contract termination process through our legal representatives."
At the end of its statement, the Korean beauty brand expressed its commitment to continue respecting consumer trust and desires. Including ending the collaboration contract with its model Kim Soo Hyun, who was considered problematic. "This decision was made to uphold DINTO's values ​​and to honor the trust placed in us by our consumers.
Moving forward, we remain committed to making responsible and thoughtful decisions that are in line with our brand philosophy and consumer expectations, while focusing on meaningful projects that create sustainable value," DINTO said in a statement, as reported by Koreaboo.
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