Global Backlash Against Kim Soo-hyun: Allegations and Consequences
South Korean actor Kim Soo-hyun is currently facing considerable global scrutiny as videos emerge on social media showcasing the removal of his promotional materials. Footage, which circulated widely on March 15, 2025, depicts standees and posters of the 37-year-old star being dismantled in various public locations, reflecting a palpable shift in public sentiment.
The tumult arises from a continuing controversy surrounding his alleged relationship with the late actress Kim Sae-ron. One particular video garnered attention, illustrating a hospital staff member taking down one of Soo-hyun’s standees, while another clip shows a man casually stripping a poster from a wall.
Social media continues to be a breeding ground for dissent, with additional videos circulating on platforms like TikTok where users openly deface posters of the actor.
Impact on Kim Soo-hyun’s Career and Brand Partnerships
The backlash extends beyond social media into the business realm, where major brands have severed ties with Kim Soo-hyun. Notably, the Italian luxury label Prada announced on March 14, 2025, that it has chosen to end its partnership with the actor amidst the growing controversy.
“Considering the seriousness of the issue, we have decided to end our collaboration with actor Kim Soo-hyun by mutual agreement. The contract has been terminated. This was a decision made at the headquarters level,”the label commented.
Initially named Prada’s ambassador in December 2024, the actor has faced backlash from other brands as well, including the South Korean vegan beauty brand, Dinto, which also terminated its contract with him shortly after reports surfaced.
“This decision was made to uphold the values that DINTO stands for and to honor the trust placed in us by our consumers,”Dinto expressed in an Instagram statement on March 15, 2025.
Details Behind the Controversy
The controversy ignited when the Korean YouTube channel Garosero Research Institute alleged on March 10, 2025, that Kim Soo-hyun dated Kim Sae-ron when she was just 15 years old. Reportedly, their relationship spanned six years, ending prior to her untimely passing in February 2024 at the age of 24.
Initially, Goldmedalist, the agency co-founded by Soo-hyun, dismissed the allegations as “baseless and malicious.”However, after Garosero released intimate photos of the couple, including them kissing and sharing personal correspondence, Goldmedalist acknowledged that they did, in fact, have a romantic relationship but claimed it occurred only when Sae-ron was of legal age between 2019 and 2020.
In an escalation of the situation, Garosero alleged that Soo-hyun pressured Kim Sae-ron to repay a significant debt of 700 million won owed to his agency. The controversy took an even darker turn with reports of a social media message purportedly from Sae-ron’s family calling for an apology from Soo-hyun for his alleged conduct during their relationship.
This complex narrative not only underscores the challenges of the entertainment industry but also highlights the critical need for accountability. The reactions from fans and brands alike suggest a significant shift in how public figures are held responsible for their actions.