Top brands part ways with Kim Soo Hyun after relationship controversy

Several international brands including luxury house Prada have parted ways with South Korean star Kim Soo Hyun following a relationship controversy.

Kim Soo Hyun, one of top South Korean artist, has refuted allegations made earlier this month of having a relationship with late Kim Sae-ron, 24, when she was still a minor.

The allegations were level by a YouTube channel known for its political news.

Following the allegations, the star face savior criticism online and has been under scrutiny since then.

His talent agency, Goldmedalist, said that while the two actors had been in a relationship, it took place when both were adults, according to the Chosun Ilbo.

Kim Sae-ron was also previously managed by Goldmedalist, but her contract was not renewed in 2022, according to Reuters.

The young star was found dead at home in February, nearly two years after she retreated from the public eye following a drunk-driving conviction.

The recent fallout has been swift for Kim Soo Hyun, known for his starring roles in a number of high-grossing films and television shows.

Prada confirmed this week that the contract with Soo Hyun had ended.

“It has been mutually decided to end the collaboration between Prada and Kim Soo Hyun,” the luxury brand told CNN in a statement

Another popular Korean cosmetics brand Dinto also terminated that contact with the actor via Instagram post.

It cited “the recent controversy” for its decision, saying it felt it would be “unfeasible” to fulfill Kim Soo Hyun’s existing contract after reviewing his agency’s statement.

Other South Korean brands have similarly distanced themselves, with some removing images of Kim Soo Hyun from their promotional materials, according to the Chosun Ilbo.