Major Brands Sever Ties with Kim Soo Hyun Amid Relationship Controversy

Several prominent international brands, including luxury fashion house Prada, have terminated their partnerships with South Korean actor Kim Soo Hyun following a recent controversy surrounding his alleged relationship with the late actress Kim Sae-ron.

Kim Soo Hyun

The scandal erupted when a politically-focused YouTube channel claimed that Kim Soo Hyun, 36, had begun dating Kim Sae-ron when she was still a minor.

Kim Soo Hyun's agency, Goldmedalist, initially denied any romantic involvement but later admitted that the two had dated, insisting it was only after Kim Sae-ron had reached adulthood.

The controversy has led to swift repercussions for Kim Soo Hyun, one of South Korea's most recognizable and highly-paid actors. Prada, which had recently appointed him as a brand ambassador, confirmed the end of their collaboration.

Similarly, Dinto, a popular Korean cosmetics brand, announced the termination of its advertising contract with the actor, citing the recent controversy.

The scandal has reignited discussions about age-gap relationships, power dynamics in the entertainment industry, and the intense scrutiny faced by Korean celebrities.

It has also drawn attention to the tragic death of Kim Sae-ron, who was found deceased at her home in February, nearly two years after retreating from public life following a drunk-driving incident.

As the controversy continues to unfold, Kim Soo Hyun's agency has filed criminal lawsuits against Kim Sae-ron's family over a controversial photo shared online.

The incident has sparked a broader debate about the pressures faced by Korean stars and the potential consequences of public backlash on their mental health.

The fallout from this scandal serves as a stark reminder of the high stakes and intense scrutiny within South Korea's billion-dollar entertainment industry, where public opinion can swiftly turn against even the most popular celebrities.