Brands That Have Distanced Themselves From Kim Soo Hyun Since His Controversy Began
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.
As one of the Korean entertainment industry’s most popular actors, Kim Soo Hyun represents a number of brands that Koreans have threatened to boycott. The boycott threats come amid allegations that Kim Soo Hyun began dating the late actress Kim Sae Ron when she was a minor.
After initially denying the relationship, Kim Soo Hyun’s agency, GOLD MEDALIST, has now stated that the two dated as adults between the summer of 2019 and the fall of 2020.
Kim Soo Hyun and Kim Sae Ron were dating between the summer of 2019 and fall of 2020, after she became an adult. It is not true that Kim Soo Hyun dated her when she was a minor.
— GOLD MEDALIST
In light of the controversy, some brands associated with Kim Soo Hyun have begun to take action. On March 11, it was reported that the vegan beauty brand Dinto, who chose Kim Soo Hyun as its model, has put all his schedules on hold. This decision came after the brand received backlash for showing support for the actor.
Dinto, run by CEO Ahn Ji Hye, released this statement:
All employees have been checking the facts and discussing how to go about the situation. Currently, all planned schedules related to the model have been put on hold.
— Dinto
As of March 12, the bakery chain Tous les Jours has deleted ads with Kim Soo Hyun from their social media pages. Kim Soo Hyun, who modeled for Tous les Jours from 2012 to 2015, returned to the chain in September 2024. Tous les Jours is reportedly considering not renewing his contract, which ends this month. According to a spokesperson, however, nonrenewal had been under consideration before Kim Soo Hyun came under fire.
Homeplus’s mobile app’s loading page no longer features an ad 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 in-person Kim Soo Hyun ads that have been partially or fully 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 ambassadors. On March 14, Prada revealed that they had cut ties with Kim Soo Hyun.
We would like to inform you that after considering the severity of the issue, our collaboration with Kim Soo Hyun has been mutually concluded. The contract has been terminated. The decision came from headquarters.
— Prada
