The French outdoor sportswear company Eider is facing significant public scrutiny following allegations surrounding its endorsement of South Korean actor Kim Soo-hyun, known for his role in the popular series Queen of Tears. Reports from Allkpop on March 21, 2025, revealed that industry insiders indicated Eider would maintain its collaboration with the actor.
“Regarding the Kim Soo Hyun incident in Korea, all advertisements and promotions related to him have already been halted in the Korean market, and the legal procedures for terminating the contract are in progress,”the statement read.
Eider has urged its consumer base to be wary of misleading information circulating online, emphasizing the importance of rational judgment to avoid confusion.
“We hope consumers will make rational judgments about the false information being spread online to avoid confusion caused by misunderstandings.”
Recent allegations against Kim Soo-hyun include claims of a romantic relationship with the late actress Kim Sae-ron, who was only 15 at the time discussions about their relationship began. In the wake of these claims, a wave of brands, including PRADA, Jo Malone London, and DINTO, have severed ties with the actor, pushing for a boycott among fans of K-pop and K-dramas.
In light of the increasing backlash, Eider appears to have taken initial steps to distance itself from Kim Soo-hyun by removing his images from its official marketing materials.
The Kim Sae-ron and Kim Soo-hyun Controversy: A Timeline of Events
The controversy surrounding Kim Soo-hyun largely revolves around claims of a relationship with Kim Sae-ron. According to a report from Mint News, allegations suggest that their relationship began while she was just 15 years old, contrasting with Kim Soo-hyun’s age of 27 at the time.
Keen public interest was reignited when Kim Sae-ron’s aunt discussed their alleged six-year relationship (2015-2022) on the Garosero media YouTube channel. This prompted a public outcry, compelling various brands associated with Kim Soo-hyun to reassess their endorsements.
Numerous companies, including Tous les Jours, K2 Korea, HomePlus, Shinhan Bank, Eider, Aekyung Group, and Cuckoo, took decisive actions to terminate their contracts with the 37-year-old actor. Cuckoo, notably, ended its partnership just 20 days after announcing Kim as its brand ambassador on March 20, 2025.
Key Events in the Ongoing Scandal
Here’s a concise timeline detailing significant occurrences related to the controversy:
- February 16, 2025: Kim Sae-ron is found dead in her Seoul apartment, with no signs of foul play indicated.
- March 10, 2025: Allegations arise suggesting a romantic link between Kim Soo-hyun and Kim Sae-ron, with her aunt claiming Kim Soo-hyun was considering marriage.
- March 11, 2025: The actress’s family accuses Kim Soo-hyun’s agency of pressuring Kim Sae-ron to repay 700 million won for DUI-related damages.
- March 14, 2025: Gold Medalist, Kim Soo-hyun’s agency, issues a denial of the allegations but later admits the relationship started after Kim Sae-ron turned 18.
- March 15, 2025: A photograph resembling Kim Soo-hyun at Kim Sae-ron’s home leaks online, intensifying public scrutiny.
- March 19, 2025: YouTuber Lee Jin-ho claims Kim Sae-ron was secretly married and pregnant, stating that an abortion occurred earlier that month.
- March 20, 2025: Evidence circulates suggesting that Lee Jin-ho may have fabricated his claims against Kim Sae-ron.
- March 21, 2025: Kim Sae-ron’s mother pens a handwritten letter expressing her desire to vindicate her daughter.
Amidst these controversies, production for the Disney+ series Knock Off, featuring Kim Soo-hyun, has reportedly been halted and postponed as a direct consequence of the ongoing scandal.