Brands Cut Ties with Actor Kim Soo-hyun Amid Controversy

The advertising industry is distancing itself from actor Kim Soo-hyun.

On the 15th, cosmetics brand Dinto announced on its website and official accounts that it has decided to terminate its advertising model contract with Kim Soo-hyun. The brand stated, "We made this decision to uphold the values we pursue and maintain consumer trust."

Prada also revealed, "Considering the seriousness of the issue, we mutually agreed to end the collaboration," adding that the contract termination was decided at the headquarters level. Additionally, Tous Les Jours has decided not to renew its model contract with Kim Soo-hyun, which expires this month.

Previously, the YouTube channel 'Garo Sero Institute' claimed on the 10th that Kim Soo-hyun dated Kim Sae-ron when she was 15 and he was an adult. On the 11th, the channel further alleged by releasing photos of Kim Soo-hyun kissing Kim Sae-ron, text messages from Kim Sae-ron to Kim Soo-hyun, and a statement draft by Kim Sae-ron denying the dating rumors.

In response, Kim Soo-hyun's agency, Gold Medalist, stated, "Kim Soo-hyun and Kim Sae-ron dated from the summer of 2019 to the fall of 2020, after Kim Sae-ron became an adult. It is not true that Kim Soo-hyun dated Kim Sae-ron when she was a minor."

Reported by Ryu Ye-ji, Ten Asia ryuperstar@tenasia.co.kr