Popular Brand Publicly Announces Cutting Of Ties With Kim Soo Hyun
This article is part of our coverage of Kim Soo Hyun And Kim Sae Ron's Relationship. You can read more and view the entire timeline here.
Previously, a K-Beauty brand DINTO announced that they were looking into the situation with actor Kim Soo Hyun due to the exposé on his private life. They initially showed support for him, wanting to “trust him and wait.” After severe backlash from the public, they decided to pause his activities to get to the bottom of the truth.
As of March 15, 2025, they have announced that they will be terminating their contract with the star.
Hello, this is DINTO.
DINTO has decided to terminate its advertising model contract with Kim Soo Hyun. Regarding the recent controversy, as a partner in both business relations and contractual agreements, we believed it was appropriate to uphold the principle of good faith. Therefore, until Kim Soo Hyun and his agency had the opportunity to express their position, it was not feasible for us to issue an official statement or proceed with the immediate termination of the contract. For reference, DINTO’s contract with Kim Soo Hyun was signed for one year and was set to remain valid until August 2025.
After reviewing the statement issued by his agency yesterday, we have determined that there are substantial grounds rendering the fulfillment of the advertising contract unfeasible. Accordingly, we are officially proceeding with the termination process through our legal representatives.
This decision was made to uphold the values that DINTO stands for and to honor the trust placed in us by our consumers. Going forward, we remain committed to making responsible and prudent decisions that align with our brand philosophy and consumer expectations, while also focusing on meaningful projects that create lasting value. Thank you.
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You can read more about the initial matter below.
