On March 14, Prada officially stated to Xports News, “Considering the seriousness of the issue, we have decided to mutually terminate our contract with Kim Soo-hyun.”
Previously, speculation about Prada severing ties with ambassador Kim Soo-hyun emerged following a conversation on the brand’s official Asia-Pacific WhatsApp account. A fan inquired whether Kim Soo-hyun was still working with the brand, and the response given was, “After careful consideration, we have decided to end the collaboration with Kim Soo-hyun.” This reply led to growing suspicion among fans and industry observers that Prada had indeed severed ties with the actor.
In response, a representative from Prada Korea issued a statement to Sports Kyunghyang, addressing the ongoing speculation, “As of now, there has been no decision made regarding the end of Kim Soo-hyun’s brand ambassador contract.” The statement was made to clarify any confusion surrounding the situation.
Kim Soo-hyun was appointed as a brand ambassador for Prada in December of the previous year. At the time, Prada emphasized his “high recognition in Korea” and highlighted his growing global popularity, particularly referencing his success in the popular drama “Queen of Tears.” The partnership was viewed as a strategic move to align the brand with one of Korea’s most recognized and internationally loved actors.
However, the actor has since been caught in a major controversy involving accusations about his relationship with actress Kim Sae-ron. The claims suggest that Kim Soo-hyun had a relationship with Kim Sae-ron during her underage years, which has been the subject of significant scrutiny. Additionally, reports allege that Kim Soo-hyun pressured Kim Sae-ron’s family into paying a large penalty fee, which has been controversially linked to her tragic death. These allegations have led to heightened attention and criticism surrounding the actor’s personal life, affecting his public image and professional associations.
Amid ongoing controversies, reports suggest that several brands linked to Kim Soo-hyun are reconsidering or discussing the termination of their contracts with him. Some brands have even quietly removed promotional materials featuring the actor in an effort to distance themselves from the negative press.
Amid recent allegations regarding actor Kim Soo-hyun’s past relationship with the late Kim Sae-ron, a TikTok account impersonating Kim has surfaced, seeking financial support from fans. This account features posts requesting monetary assistance and displays logos of brands Kim is associated with, marking certain companies with an ‘X’ to suggest terminated contracts. The account’s authenticity is questionable due to awkward translation and the inclusion of Chinese characters, leading to suspicions of fraudulent intent targeting Kim’s substantial fanbase in Chinese-speaking regions.
Kim Soo-hyun’s agency, Gold Medalist, confirmed his past relationship with Kim Sae-ron but clarified that they were involved only after Kim Sae-ron had reached adulthood. The agency denied claims that Kim Soo-hyun pressured her family for payment, stating that the certified letter was a necessary legal procedure. However, Kim Sae-ron’s family disputes these claims and her mother plans to make a public statement.
As both Kim Soo-hyun’s career and personal life continue to be the subject of intense scrutiny, it remains to be seen whether the actor will be able to repair his public image and restore his relationships with the brands and industries that once supported him. The next steps in his professional journey will likely depend on how the public perceives his handling of these controversies and the outcome of any future legal matters.