Several international brands, including the luxury fashion house Prada, have severed ties with South Korean actor Kim Soo Hyun following controversy surrounding his alleged relationship with the late actress Kim Sae-ron.
Kim Soo Hyun, a leading figure in the South Korean entertainment industry, denied claims made earlier this month by a YouTube channel known for political news, which alleged that he had started a relationship with Kim Sae-ron, who was 24, while she was still a minor.
These allegations led to a wave of criticism online, highlighting the intense scrutiny faced by top celebrities in South Korea’s competitive entertainment sector.
His agency, Goldmedalist, clarified that although the two actors had been in a relationship, it began when both were adults, according to the Chosun Ilbo, a prominent South Korean newspaper.
Kim Sae-ron was also previously represented by Goldmedalist, but her contract was not renewed in 2022, according to Reuters.
The young actress was found dead at home in February, nearly two years after withdrawing from the public eye following a drunk-driving conviction that led to significant public backlash and reputational harm.
There were no signs of foul play, and police are still investigating the circumstances of her death, as reported last month.
The fallout for Kim Soo Hyun has been swift, despite his popularity from roles in hit films and TV series such as “It’s Okay to Not Be Okay” and “My Love from the Star.”
Prada, which had appointed him as a brand ambassador in December, confirmed this week that their partnership had ended. “It has been mutually decided to end the collaboration between Prada and Kim Soo Hyun,” the luxury brand stated.
Dinto, a popular global Korean cosmetics brand, announced on Instagram Monday that it had decided to terminate its contract with Kim Soo Hyun as its advertising model. The brand cited “the recent controversy” surrounding the actor and stated that after reviewing his agency’s response, it deemed it “unfeasible” to continue with his existing contract.
Other South Korean brands have followed suit, distancing themselves from Kim Soo Hyun. Some have even removed his images from their promotional materials, according to the Chosun Ilbo. Kim, one of the most recognizable faces in South Korea, had been the face of over 10 brands before the controversy erupted.
Kim Sae-ron, a former child star who rose to fame in South Korea, saw her career stall after a 2022 car accident in Seoul. In April 2023, a Seoul court found her guilty of driving under the influence, though she avoided jail and was fined around $14,000.
In a statement released on Tuesday, Kim Sae-ron’s family lawyers accused Kim Soo Hyun of making “false statements” and causing further distress. They added that they were considering possible legal action.
The tragic death of Kim Sae-ron has stirred national sympathy and reignited discussions about the immense pressures placed on Korean celebrities, how quickly public opinion can turn against them, and the severe impact such scrutiny can have on their mental health.
Similar conversations had followed the deaths of other young K-pop idols and K-drama actors, such as former model and actor Song Jae-lim, ASTRO’s Moon Bin, singer-actress Sulli, and performer Goo Hara.
Korean stars often face intense public scrutiny and unrelenting expectations regarding their appearance and behavior, with even minor perceived missteps, such as smoking or drinking, leading to harsh criticism.
