South Korean actor Kim Soo hyun has faced significant backlash and lost numerous endorsements due to allegations surrounding his past relationship with the late actress Kim Sae-ron. The controversy began when it was claimed that Kim Soo-hyun dated Kim Sae-ron when she was underage, which he and his agency have denied, stating that any relationship occurred only after she became an adult in 2019.
Loss of Followers and Endorsements: Kim Soo-hyun lost nearly 1 million Instagram followers and faced the risk of losing over 19 brand endorsements across various sectors, including luxury, fashion, cosmetics, finance, and retail.
Brand Terminations: Brands like Prada, Dinto, Tous les Jours, and K2 have severed ties with him. Prada terminated its contract just three months after signing him as an ambassador.
Financial Impact: If endorsement contracts are canceled, Kim Soo-hyun could face financial losses, potentially exceeding $13 million.
Public Backlash: His upcoming drama “Knock-Off” faces boycott calls, and his appearance on G-Dragon’s show has been postponed.
Kim Sae-ron passed away in February 2025, with authorities ruling her death as a suicide. Her career had suffered setbacks following a 2022 DUI incident. The controversy has significantly impacted Kim Soo-hyun’s public image and career, leading to him losing his status as South Korea’s highest-paid actor.