Kim Soo Hyun Loses More Brand Support Following Grooming Allegations with Kim Sae-ron

Major brands have severed ties with Kim Soo Hyun following grooming allegations involving Kim Sae-ron, negatively impacting his career.

Kim Soo Hyun’s reputation has been severely affected after several major brands decided to distance themselves from the actor amid accusations that he had a relationship with Kim Sae-ron when she was 15 and he was 27.

According to Chosun, the Queen of Tears star was the face of 19 brands across industries such as luxury fashion, finance, cosmetics, and retail. However, due to the growing public backlash, several companies have cut ties with the actor.

The following brands have officially terminated their contracts with Kim Soo Hyun or removed his promotional material:

• Prada
• Dinto
• Tous les Jours
• Homeplus
• K2 Korea

Prada, which had introduced Kim Soo Hyun as a global ambassador, was one of the first to take action. Meanwhile, beauty brand Dinto, which had collaborated with the actor for several years, also announced the suspension of all activities related to him. Its CEO, Ahn Ji Hye, stated on 11 March: “Currently, all plans involving the model are on hold.”

Other brands, such as Shinhan Bank, Eider, and Cuckoo, have begun removing him from their advertising campaigns. Aekyung Group also discreetly withdrew a Jeju Air campaign featuring the actor, allegedly due to the controversy surrounding Kim Sae-ron’s passing in February 2025.

The impact has also reached his fanbase. One of his largest fan accounts, with 460,000 followers, withdrew its support on 11 March. Additionally, his Instagram following dropped drastically from 21.26 million to 20.3 million.

Further accusations have emerged against his agency, Gold Medalist, claiming they attempted to extort Kim Sae-ron after their breakup, initially demanding 20 billion Korean won (approximately 13.7 million USD) in penalties, later reducing the amount to 700 million won (480,000 USD). In 2024, the agency allegedly filed a lawsuit to collect the amount.

So far, Kim Soo Hyun and Gold Medalist have denied all accusations, calling them “false and defamatory.” The actor is expected to release an official statement this week.

His social media accounts have been flooded with critical comments, while videos of businesses removing and destroying his promotional materials have gone viral. On platforms like TheQoo, multiple clips show his posters being taken down in overseas stores, reflecting the rapid deterioration of his public image.

These reactions follow serious allegations made by Kim Sae-ron’s family, who claim that Kim Soo Hyun started a relationship with the actress when she was 15 and that it lasted for six years, from 2015 to 2021.