Several brands have started speaking out about their contracts with Kim Soo Hyun. He is the highest paid actor in South Korea, and has become controversial after dating Kim Sae Ron. On Friday, March 14, 2025, the Italian fashion brand released a response to actor Kim Soo Hyun becoming their ambassador.
It is known that Prada announced the actor as an ambassador in December 2024. "We would like to inform you that after considering the complexity of the issue, our collaboration with Kim Soo Hyun has ended," Prada said, as reported by SPOTV .
"The contract has ended and the decision came from the central board of directors," he said. Apart from Prada, Korean beauty brand Dinto revealed that they are looking for facts and discussing how to deal with this situation.
"All employees are checking the facts and discussing how to handle the situation. Currently, all model-related schedules are suspended," Dinto said. Shabu All Day food outlet also deleted all their promotional photos with Kim Soo Hyun.
Now, their Instagram account only displays information about the restaurant. In addition, the Homeplus brand stated, "Because there are no confirmed objective facts, we are still monitoring the situation and reviewing it. There is currently no change (regarding the model)" Brand Eider also gave a similar response.
They said, “Because there is no final decision, so we cannot talk about anything.” Before this controversy became strongest, Kim Soo Hyun was recorded as an ambassador for 18 brands including beauty, sports, household, and fashion brands.
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