Kim Soo-hyun loses Prada deal amid controversy over alleged relationship with Kim Sae-ron
Beauty brand Dinto has reportedly paused promotional activities featuring him, Jeju Airlines has removed a 10-year-old advertisement in which he appeared, and most recently, luxury brand Prada has also cut ties with the actor.
K-drama actor Kim Soo-hyun is facing intense backlash as controversy continues to swirl around his alleged past relationship with the late Kim Sae-ron. His reputation has taken a serious hit following claims that he was romantically involved with Kim Sae-ron when she was a minor, along with accusations that he pressured her to repay a 700 million won (approximately $481,200) penalty ¡ª which he had initially paid after her driving under the influence (DUI) scandal.
Following these revelations, the actor ¡ª who was endorsed by around 19 brands spanning luxury, fashion, cosmetics, finance, and retail sectors ¡ª has seen them distance themselves one by one. Beauty brand Dinto has reportedly paused promotional activities featuring him, Jeju Airlines has removed a 10-year-old advertisement in which he appeared, and most recently, luxury brand Prada has also cut ties with the actor.
Prada ends its partnership with Kim Soo-hyun
According to a representative from Prada Korea, on March 14, they stated, "In consideration of the gravity of the issue, we have mutually agreed to terminate our contract with actor Kim Soo-hyun."
They further added, "This decision was made at the headquarters level, and as of now, we can confirm that the contract has been terminated."
The 37-year-old was announced as a Prada brand ambassador in January 2025 and recently attended the brand's Fall 2025 men's runway show in Milan.
Kim Soo-hyun's Instagram followers drop
he actor, best known for his roles in Dream High and Moon Embracing the Sun, boasted a massive following, with over 20 million fans on Instagram. However, according to Koreaboo, data from SocialBlade revealed a significant decline in Kim Soo-hyun's Instagram followers amid the controversy.
As of 7:30 PM KST on Wednesday, his follower count had dropped to 20.9 million ¡ª a loss of around 300,000 followers.
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Karen Noronha is a versatile journalist with a passion for sports and K-pop. With over 7 years of experience at publications like IBTimes UK, DNA, and OTTPlay/DesiMartini, she seamlessly transitions between covering global athletic events and the dynamic world of K-pop.
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