Brands that have signed endorsement deals with actor Kim Soo-hyun are scrambling to respond after allegations surfaced about his past relationship with the late actress Kim Sae-ron. While Kim Soo-hyun’s representatives have denied the claims, calling them “completely unfounded” and vowed legal action, companies are closely monitoring public sentiment before making any decisions.
Vegan beauty brand Dinto has put all promotional activities involving Kim on hold, according to sources on March 12. “We have been verifying the facts and discussing how to respond,” said Dinto CEO Ahn Ji-hae. “All planned events featuring model Kim Soo-hyun have been suspended for now.”
Other brands have taken similar steps. K2 Korea has reportedly removed all images of Kim from its official website, K. VILLAGE, and K. VILLAGE’s Instagram account.
Kim, who represents over 10 brands—including Homeplus, Shinhan Bank, Tous Les Jours, Cuckoo, Prada, and Jo Malone—has left many brands on edge. “We are closely monitoring public sentiment before deciding whether to pull ads or adjust our remaining promotional plans,” said a retail industry insider.
Kim has been under fire after YouTube channel HoverLab, widely known as Garo Sero Institute, claimed he dated Kim Sae-ron for six years. She was allegedly 15 years old, still a minor, when they began dating in 2015. Kim Soo-hyun has strongly denied the allegations.
