It’s shocking how life can change in an instant. One moment, you’re the highest-paid Korean actor, a global superstar admired for your talent and charm. But the next day, your deepest darkest secret suddenly revealed to the public. The world now turns their backs against you, and no matter how powerful you are, no matter how much efforts you’re pulling to make it stop, the repercussions have been too massive. This is exactly what happened to Kim Soo Hyun as PRADA and prominent brand names have now officially dropped him from ambassador and endorsements due to the ongoing controversy.
PRADA Drops Kim Soo Hyun from Brand Ambassador Due to Controversy
Actor Kim Soo Hyun is once Korea’s most expensive actor and a sought-after brand ambassador. But due to the recent controversy involving late actress Kim Sae Ron, major luxury and local brand names are now distancing themselves, officially terminating their endorsements with Kim Soo Hyun.
But the most drastic move was from PRADA, who immediately dropped Kim Soo Hyun due to the controversy only 3 months after they named him as brand ambassador.
Luxury fashion house PRADA was one of the first major brands to react to the controversy. Kim Soo Hyun had only recently been appointed as a PRADA ambassador in December 2024. However, in March 2025, the brand made an official statement announcing the termination of their contract.
“We would like to inform you that after considering the severity of the issue, our collaboration with Kim Soo Hyun has been mutually concluded.
The contract has been terminated. The decision came from headquarters.”
PRADA
PRADA’s swift response came after consumer backlash and boycott threats, signaling how global brands are prioritizing their reputations and public sentiment in today’s fast-moving digital landscape. Given PRADA’s international influence, their decision set a precedent for other companies to follow.
All the Prominent Brand Names Terminating His Endorsements
PRADA may have made the first move, but they are not the only ones. Several South Korean and international brand names have started dropping Kim Soo Hyun from their endorsements as well. Some brands have outright terminated contracts, while others have opted to pause campaigns and reassess their marketing strategies.
DINTO (Vegan Beauty Brand)
DINTO, a popular Korean vegan beauty brand, initially tried to support Kim Soo Hyun by stating they would “trust and wait.” However, after experiencing severe public backlash, the brand quickly reversed its stance.
On March 15, 2025, DINTO officially terminated their contract with the actor.
“After reviewing the statement issued by his agency, 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.”
DINTO
This shift highlights how public pressure can directly influence corporate decisions. The brand, which prides itself on ethics and transparency, recognized that continued association with Kim Soo Hyun could jeopardize its credibility among consumers.
Tous les Jours (Bakery Chain)
Secondly, we have Korean bakery chain Tous les Jours who had a long history with Kim Soo Hyun. They first working with him from 2012 to 2015, and then reintroducing him as a brand model in September 2024.
However, after the controversy, the company deleted all advertisements featuring him from their social media accounts and is reportedly considering not renewing his contract when it expires at the end of March 2025.
While Tous les Jours claims that contract renewal was already under discussion before the controversy, the timing of their actions suggests otherwise. Regardless, the bakery brand is clearly distancing itself, dropping Kim Soo Hyun from their endorsements due to the controversy.
Homeplus (Retail Chain)
Thirdly, retail giant Homeplus also responded subtly but decisively on the controversy related to Kim Soo Hyun. Consumers noticed that an advertisement featuring Kim Soo Hyun was removed from the loading page of the Homeplus mobile app.
Additionally, the company later stated that this was due to a planned marketing campaign change. Yet, the timing still raised eyebrows. Though Homeplus has not officially cut ties with the actor, their actions suggest they are preparing to phase him out quietly.
K2 Korea (Athleisure Brand)
Next we have K2 Korea, a well-known Korean athleisure brand. After the controversy, K2 followed suit by removing images of Kim Soo Hyun from their official website and Instagram page.
Unlike PRADA or DINTO, K2 Korea has not made an official statement, but their digital clean-up speaks volumes.
Jeju Air (Airline Brand)
Another brand that has erased Kim Soo Hyun’s presence is Jeju Air, a leading South Korean airline.
On March 12, 2025, Jeju Air removed all advertisements, online content, and even decade-old commercials featuring Kim Soo Hyun. The airline, which had enlisted him as a Hallyu star ambassador in 2015, took the drastic step following public outcry over the allegations.
“Aekyung Group, the parent company of Jeju Air, has set its 2015 advertisements featuring Kim Soo Hyun to private.”
OSEN
Jeju Air’s move is significant because it signals how brands are willing to erase long-term associations with a controversial figure—even those that date back years.
Other Brands Monitoring the Situation
In addition to the brands that have already taken action, several others are in wait-and-see mode.
Companies like Shinhan Bank, Cuckoo (appliance brand), and other distributors are internally discussing how to move forward. The fact that Kim Soo Hyun was previously associated with over a dozen brands makes the full financial and career impact of this situation still unfolding.
The Power of Public Opinion in Brand Endorsements
The Kim Soo Hyun controversy is a cautionary tale for celebrities and brands alike. It demonstrates how fragile an image can be in the digital age—where scandals spread at lightning speed and consumer sentiment can make or break brand relationships.
For brands, choosing a celebrity ambassador is more than just selecting a famous face. It’s about aligning with someone whose personal values and public perception match the company’s identity. The moment that trust is compromised, companies face the tough decision of protecting their brand reputation over loyalty to a single individual.
At the same time, for actors and idols in the Korean entertainment industry, this case underscores the immense responsibility that comes with fame. With increased scrutiny, personal actions—both past and present—can have significant professional consequences.
Will Kim Soo Hyun Career Survive Amid Controversy?
With his endorsements crumbling, the next few months will be crucial for Kim Soo Hyun’s career. His agency, GOLD MEDALIST, has denied the allegations and is preparing to take legal action. However, whether this will be enough to restore his reputation remains uncertain.
While some scandals eventually fade, others leave lasting damage. The way Kim Soo Hyun and his management handle the situation moving forward will determine whether he can rebuild trust with the industry, brands, and most importantly—his fans.
But what do you think about this development? Did PRADA make the right decision by dropping Kim Soo Hyun from its brand ambassador? After all, major brand names have made their choice about the endorsements, and they are moving on without Kim Soo Hyun after the controversy.
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Source: JoongAng Daily.
