In a significant shift, several brands are distancing themselves from South Korean actor Kim Soo-hyun amid a growing controversy regarding his alleged past relationship with the late Kim Sae-ron, particularly intense due to claims surrounding their ages during the time they were together.
On March 20, 2025, British perfume brand Jo Malone London made headlines by announcing that it would not extend its ambassadorial contract with Kim Soo-hyun, which was initially set to end in March 2025. This decision came in light of increasing scrutiny regarding the nature of his previous relationship with Kim Sae-ron, who was a minor at the time. The brand reportedly acted swiftly to dissociate itself from the actor after the controversy escalated.
As the fallout continues, Jo Malone London is not the only brand reevaluating its relationship with Kim Soo-hyun. CJ Foodville's Tous Les Jours had already decided in February not to renew its contract. Homeplus, which had employed him to model their products since February 2024, is currently engaged in a legal review to terminate its agreement, which is due to expire in August 2025.
Furthermore, outdoor brand Eider is weighing its options regarding its contract with Kim Soo-hyun, while vegan beauty brand Dinto has suspended its promotional activities associated with him. Cucu Electronics' Chinese subsidiary has removed all photos featuring Kim Soo-hyun from its platforms and is halting any marketing plans that involved the actor.
Even international brands are feeling the pressure; Taiwan’s 7-Eleven delayed the launch of a collaboration with Kim Soo-hyun that was supposed to coincide with the upcoming Cherry Blossom Festival scheduled for March 28-30, 2025. This cascade of cancellations and contract terminations reflects the growing unease surrounding Kim Soo-hyun and the allegations about his past.
Netizens have taken to social media platforms, expressing a mix of support for the brands' decisions and outrage at Kim Soo-hyun's situation. Comments ranged from gratitude towards brands like Jo Malone for ending ties, to questions about the delayed responses from others. One netizen remarked, “Ohh if it ain’t the consequences of his actions,” underscoring the public sentiment surrounding this controversy.
The uproar began on March 10, 2025, when the YouTube channel Garosero Research Institute published a video featuring Kim Sae-ron's aunt, who claimed that Kim Soo-hyun had a romantic relationship with her niece that lasted six years, beginning when Kim Sae-ron was just 15 years old, while Kim Soo-hyun was 27. This claim has ignited significant backlash, not only against the actor but also towards his agency, Gold Medalist.
In response to the allegations, Gold Medalist initially stated that they would present their side of the story with clear evidence the following week. However, on March 14, it confirmed that Kim Soo-hyun and Kim Sae-ron had indeed dated from 2019 to 2020, when she was no longer a minor. They deny any claims that they pressured Kim Sae-ron for repayment related to a DUI incident that tarnished her image in 2022.
Despite Gold Medalist's defense, Kim Sae-ron's mother publicly criticized the agency, asserting they had misrepresented her daughter, portraying her as a dishonest individual. Reports from The Korea Times indicated that she felt wronged by Gold Medalist's previous comments that questioned her daughter's character.
In a further twist, on March 17, 2025, Kim Sae-ron's family alleged that Gold Medalist had sent legal documents demanding repayment and prohibiting Kim Sae-ron from contacting Kim Soo-hyun or any of the agency's artists, a revelation that they said contributed significantly to her mental distress before her untimely passing.
As brands reconsider their associations with Kim Soo-hyun, the questions surrounding his past relationships continue to rise, pushing his career into uncertain territory. The actor is now likely missing a highly anticipated fan meeting scheduled recently at a cost of $400,000 (approximately 580 million won), reflecting the商业 consequences of the ongoing allegations.
Fans and the public alike are watching closely, with many expressing hope that further actions will be taken against Kim Soo-hyun and further emphasizing the necessity for accountability in the entertainment industry.
The unfolding situation illustrates a crucial moment in South Korean celebrity culture, where reputations can be swiftly altered through public outcry and social media influence, marking a pivotal point for Kim Soo-hyun's career and for the brands aligning themselves with the fallout of this controversy.
