Kim Soo Hyun has been facing calls for a boycott following the resurfacing of his dating scandal with the late actress Kim Sae Ron, uncovered by the controversial YouTube channel Garosero Research Institute. As a result, the actor has lost Instagram followers and has been dropped by several major brands amidst the ongoing controversy. After global fashion giant Prada severed ties with the Queen of Tears star, he has now officially been let go by DINTO. Initially supportive, the K-beauty brand faced heavy public backlash for their stance and ultimately decided to halt his activities while investigating the matter.
Following the recent controversy surrounding Kim Soo Hyun, DINTO has decided to terminate its one-year advertising model contract with the actor, which was set to expire in August 2025.
"As a partner in both business relations and contractual agreements, we believed it was essential to uphold the principle of good faith," said DINTO in a statement. "We couldn't issue an official statement or terminate the contract immediately, as we wanted to give Kim Soo Hyun and his agency the opportunity to express their position."
However, after reviewing the statement issued by Kim Soo Hyun's agency, DINTO determined that there were "substantial grounds rendering the fulfillment of the advertising contract unfeasible."
"We are officially proceeding with the termination process through our legal representatives," the representative stated. "This decision was made to uphold the values that DINTO stands for and to honor the trust placed in us by our consumers."
DINTO emphasized its commitment to making responsible decisions that align with its brand philosophy and consumer expectations while focusing on meaningful projects that create lasting value.
"We remain committed to our values and will continue to make decisions that reflect our brand's philosophy," the statement concluded.
On March 14th, luxury fashion brand Prada announced it has severed ties with Kim Soo Hyun in light of his ongoing controversy.
Prada released a brief statement, saying, "It has been mutually decided to end the collaboration between Prada and Kim Soo Hyun."
Kim Soo Hyun, 37, was appointed as a Prada brand ambassador in January and attended the brand's fall 2025 men's ready-to-wear runway show in Milan.
Kim Soo Hyun's reputation has taken a significant blow after Kim Sae Ron's aunt, through Garosero Research Institute, claimed that the actor dated the late actress from 2015 to 2021, when she was just 15 and he was 27.
Initially, the My Love from the Star star denied any romantic involvement but later admitted to being in a relationship with Kim Sae Ron while denying allegations that she was a minor at the time. However, netizens have since presented evidence, including intimate photos released by Garosero during a livestream, showing that the images were taken before 2019, contradicting the actor¡¯s claims.
As the controversy continues to grow, Kim Soo Hyun's Instagram following has been steadily declining. According to SocialBlade, on Thursday, February 27, 2025, he had approximately 21,237,121 followers. The following day, his count rose by 3,806, followed by fluctuations in the following days. Currently, the actor¡¯s follower count stands at 20.4 million, marking a significant loss of over 800k followers.
Kim Soo Hyun's billboards have also been taken down in South Korea amid the ongoing controversy. Amid public backlash, several of the actor's advertisements have been removed from prominent locations across the country.