Kim Soo Hyun is threatened with a boycott following the case of Kim Sae Ron, whom he dated when she was underage. This heated case resulted in the actor's contracts being terminated by several famous brands.
As one of the most popular actors in the Korean entertainment industry, Kim Soo Hyun does have a strong influence. That's why he gets a lot of jobs, including being a brand ambassador. However, the threat of a boycott makes him viewed negatively.
Kim Soo Hyun’s agency, GOLD MEDALIST, initially denied all allegations against the artist and even stated that the two dated as adults between the summer of 2019 and the fall of 2020. “Kim Soo Hyun and Kim Sae Ron dated between the summer of 2019 and the fall of 2020, after she became an adult.
It is not true that Kim Soo Hyun dated her while she was a minor,” the agency stated. However, it appears that several major companies have made decisions amid the conflict. Several brands associated with Kim Soo Hyun have taken action. Vegan beauty brand Dinto, which has Kim Soo Hyun as its model, has postponed all of its schedules.
The decision was made after the brand received backlash for showing support for the actor. “All employees have checked the facts and discussed how to handle the situation. Currently, all planned schedules related to the model have been postponed,” Dinto CEO Ahn Ji Hye said.
On March 12, 2025, bakery chain Tous les Jours removed an advertisement featuring Kim Soo Hyun from their social media pages. Kim Soo Hyun, who modeled for Tous les Jours from 2012 to 2015, returned to the network in September 2024. Tous les Jours is reportedly considering not renewing his contract, which ends this month.
However, according to a spokesperson, the contract cancellation was considered before Kim Soo Hyun came under fire. Meanwhile, the loading page of the Homeplus mobile app no longer displays ads featuring Kim Soo Hyun and the athleisure group K2 Korea from its Instagram and official website.
On Korean forums, netizens have also shared photos of Kim Soo Hyun's live ads that have been partially or completely removed. One of the most high-profile brands to take action so far is Prada, a fashion brand that previously made headlines for its controversial brand ambassador.
On March 14, 2025, Prada revealed that it had severed ties with Kim Soo Hyun. "We would like to inform you that after considering the severity of this matter, our collaboration with Kim Soo Hyun has ended. The contract has been terminated. The decision came from the head office," Prada said.
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