On March 16, 2025, The Korea Herald reported significant updates regarding actor Kim Soo-hyun, following allegations surrounding an incident during his 2014 fan meeting in Thailand. The Korean Culture Alliance Thailand (KCA Thailand), the event’s promoter, clarified that there was no coercion involved in setting up a personal badminton court at the Siam Paragon shopping complex.
“It is true that Kim played badminton then, but there was no coercive request by Kim to install a badminton court. We would also like to clarify that other information circulating online regarding the badminton video and photos is not true,” they said.
The controversy resurfaced from an event held on March 30, 2014, during Kim Soo-hyun’s Asia Tour fan meeting, where he allegedly pressured local staff to accommodate his late-night badminton activities, raising accusations of abuse of power. These claims quickly gained traction as the actor’s dating rumors intensified.
A Thai X (formerly Twitter) user, identifying as a former staff member from the 2014 event, recounted experiences suggesting that Kim made substantial and abrupt requests to alter the venue layout. This user specifically stated that when staff proposed using an outdoor badminton court, Kim insisted on playing indoors for privacy reasons, subsequently leading to the dismantling of seating to create a makeshift court.
Amidst the ongoing rumors about Kim’s dating life, KCA Thailand distanced themselves from the allegations in their official statement, reaffirming that there was no coercive behavior exhibited by Kim during the event.
Contract Terminations for Kim Soo-hyun Amid Dating Scandal
In light of these incidents, significant professional consequences have followed for Kim Soo-hyun. Notably, both the Italian luxury brand PRADA and South Korean vegan cosmetics company Dinto have terminated their partnerships with him due to the allegations stemming from the dating scandal involving the late Kim Sae-ron.
Initially appointed as a PRADA brand ambassador in December 2024, Kim faced contract termination on March 14, 2025, amid growing public scrutiny. PRADA not only ended their collaboration but also removed any promotional posts featuring Kim from their social media channels.
A spokesperson from PRADA commented:
“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 decided at the head office level,”they said.
South Korean cosmetics brand Dinto followed suit, having initially taken a wait-and-see approach. However, they ultimately decided to terminate their advertising model contract with him due to escalating public outcry.
On March 15, 2025, Dinto issued a formal statement:
“Dinto has decided to terminate its advertising model contract with Kim Soo-hyun. Regarding the recent controversy, as a partner in both business relations and contractual agreements, we believed it was appropriate to uphold the principle of good faith.”
They explained that upon reviewing the official statement from Kim’s agency, Gold Medalist, they found significant reasons that rendered the continuation of their partnership impractical:
“After reviewing the statement issued by his agency yesterday, we have determined that there are substantial grounds rendering the fulfillment of the advertising contract unfeasible. Accordingly, we are officially proceeding with the termination process through our legal representatives.”
On the same day, the family of the late Kim Sae-ron publicly demanded an apology from Kim Soo-hyun, urging him to acknowledge their past relationship during her teenage years. Additionally, they sought accountability from Gold Medalist for sending a legal notice requesting repayment of 700 million KRW in connection to her DUI incident.
Tragically, Kim Sae-ron passed away on February 16, 2025, at the young age of 24, with her lifeless body found in her Seoul apartment.