Kim Soo-hyun’s Endorsements 2025: How Many Brands Still Have Him?

Nearly a month after the passing of South Korean actress Kim Sae-ron, local media reports have surfaced alleging that actor Kim Soo-hyun was once in a relationship with Kim Sae-ron — back when she was just 15 years old. The news has since sparked intense public backlash and put the popular star under the spotlight once again.

The controversy revolves around sensitive issues including an underage relationship, financial disputes, and potential legal risks. As criticism mounts, brands that once eagerly collaborated with Kim Soo-hyun are now quickly distancing themselves.

Kim Soo-hyun Loses 14 Out of 16 Brand Endorsements

As of March 20, a total of 14 out of 16 brands — including high-profile names like Prada and Dinto — have officially announced they are terminating endorsement deals with the actor. Industry insiders estimate the breach of contract penalties could reach up to 20 billion KRW — (approx. 99.6 million RMB).

Once hailed as one of Korea’s most bankable faces in advertising, Kim Soo-hyun now finds his public image — and commercial value — hanging by a thread.

Confirmed Terminated/ Suspended Partnerships

Termination or suspension of cooperation, as follows:

1. Dinto (South Korean high-end beauty brand) 

Dinto was the first brand to publicly announce the suspension of cooperation, and all original activities were suspended. The brand admitted that “the cooperation needs to be re-evaluated due to public controversy” and publicly apologized.

2. PRADA 

As Kim Soo Hyun’s long-term partner, PRADA has terminated his global spokesperson status and removed related promotional materials.

3. Tous Les Jours (baking brand) 

Their offline stores were seen urgently replacing Kim Soo Hyun’s promotional posters, which seemed to be cut.

4. Galaxy S26 (Samsung mobile phone) 

The contract was terminated after only 3 months of cooperation, and the brand initiated a stop-loss procedure due to “uncontrollable negative public opinion.”

5. Sulwhasoo (South Korea’s national cosmetics) 

Sulwhasoo suspended cooperation and removed its advertisements, becoming one of the first local brands to terminate the contract with Kim Soo Hyun.

6. Shinhan Financial Group (Financial sector) 

Shinhan Group terminated the endorsement due to “moral risk of public figures”, involving banking, insurance and other businesses.

7. Jo Malone (Jo Malone Asia Pacific spokesperson)

Jo Malone confirmed its decision to end the partnership due to the intensifying situation surrounding the actor. As reported, the brand initially planned to let the contract expire this month but opted not to renew it in light of the growing backlash against Kim.

8. Eider (Outdoor fashion brand)

‘Eider’ has removed all content related to Kim Soo Hyun from their social media such as the official YouTube channel, showing that the brand is cutting ties with the actor. On March 21,  new media reported that Eider is now ending its contract with the actor.

Other than that, some companies that corporated with Kim Soo Hyun previously such as Jeju Air has made private of the advertising video shot by Kim Soo Hyun 10 years ago, saying it was to avoid escalating the controversy.

9. CUCKOO (South Korean household appliance brand)

On 1st March, Kim Soo-hyun was appointed as the brand ambassador for the South Korean household appliance brand, CUCKOO, in China for the next 20 years. 

Following more and more evidence disclosed by the media in Kim Soo-Hyun relationship with the past actress, on 19 March, CUCKOO announced to end the endorsement deal.

10. Y.O.U Beauty

Update [1 Apr 2025]: Global beauty brand Y.O.U. BEAUTY has declared the end of its partnership with Kim Soo-hyun. The termination, announced shortly after Kim Soo-hyun’s press conference, came with a firm statement from the brand:

“We do not tolerate any behavior that violates brand values.”.

What are the Brands that are still observing?

There are still several brands that have not made any official statements regarding the issue. Instead, they are choosing to remain neutral for now, carefully observing the situation before deciding whether or not to take a public stance.

1. Mido (Swiss watch brand) has significantly reduced its advertising volume, and its official website has deleted some promotional content, indicating that the brand is taking a wait-and-see approach.
2. Homeplus (retail brand). Korean netizens launched a joint petition to put pressure on the company to terminate the cooperation, claiming that “the image of the spokesperson conflicts with the brand values.”
3. Tommy Hilfiger and Lemona (international fashion and health brands). The contracts have entered the “renegotiation” stage. Termination may involve high penalties.

Netizens Speak Out for Kim Sae-Ron

In the wake of recent allegations involving Kim Soo-hyun, online sentiment in South Korea has taken a sharply negative turn. On platforms like Naver, TheQoo, and Twitter (X), a growing number of netizens are voicing serious accusations and emotional outrage — many of them believing that the actor bears direct or indirect responsibility for the tragic passing of his ex-girlfriend, actress Kim Sae-ron.

According to circulating reports, Kim Sae-ron allegedly received a formal letter from Kim’s company, requesting the repayment of debt related to previous business dealings. This letter, which arrived just days before her death, has triggered speculation that emotional pressure and financial stress may have contributed to her suicide — a connection that many online users are not taking lightly. The actress has then committed suicide on Kim’s birthday, 16 February, passing away at the age of only 24 years old.

“Sending that letter at such a time was cruel,” one user commented.

The backlash intensified when old rumors resurfaced, alleging that Kim Soo-hyun had begun a romantic relationship with Kim Sae-ron when she was just 15 years old, while he was reportedly 27. Though these claims remain unconfirmed by any legal body, the very nature of the age gap — and the possibility that it began when she was still a minor — has led many netizens to accuse him of grooming or worse.

The word “pedophile” has been trending in certain online circles, with netizens demanding accountability, legal investigation, and a halt to his public activities. Some are calling for a criminal investigation into the alleged underage relationship, citing it as not just a scandal, but a serious legal and moral offense.

“This isn’t just about cheating or bad behavior — this is a crime,” one highly liked comment read.
“We can’t allow someone like this to remain in the spotlight.”

16 Years Old Kim Sae Ron

Public trust appears to be eroding rapidly. While some fans are still waiting for clarification or legal evidence, the majority of public opinion has turned hostile, especially as brands continue to sever ties.

In the court of public opinion, Kim Soo-hyun is facing not only reputational collapse, but accusations of deeply serious — and potentially criminal — behavior, with his once-pristine image now under intense scrutiny.

Conclusion: Is Kim Soo-hyun Guilty or Not?

Kim Soo-hyun’s meteoric rise as one of South Korea’s most sought-after brand ambassadors has now taken a dramatic and highly publicized downturn. With 14 out of 16 brands officially cutting ties, and industry giants like PRADA, Sulwhasoo, and Samsung swiftly distancing themselves, the fallout from the allegations has become impossible to ignore.

The financial implications are staggering — with potential breach of contract penalties reportedly nearing 20 billion KRW — but the damage to Kim’s public image may prove even more costly. For a celebrity once celebrated for his clean-cut image and broad commercial appeal, the speed at which brands have exited speaks volumes about the industry’s sensitivity to public sentiment and reputational risk.