8+ Of Kim Soo Hyun’s 18 Advertisement Contracts Either Terminated, Paused Or Pending Further Notice As Controversy Escalates

After the massive success of “Queen of tears” in 2024, Kim Soo Hyun ended up signing advertisement contracts with around 18 total companies, including in fashion, makeup, the banking sector, outdoor wear and many more.

Due to the current ongoing controversy with allegations that he had groomed the late Kim Sae Ron, Kim Soo Hyun’s advertisements are under immense scrutiny as the public turns his back on him despite his numerous attempts at de-escalating the situation.

As the controversy escalated, many of the brands that partnered with him faced immense pressure to cut ties with him as netizens threatened boycotts.

As of this writing, Dinto has made the decision to terminate his contract. Prada has also terminated his contract after only 3 months. Eider removed Kim Soo Hyun’s ads from their SNS, Homeplus also removed physical ads from stores and such. Shabu All Day was also among the firsts to remove any signs of Kim Soo Hyun from its restaurants. Tous Les Jours has also notably distanced itself from the actor too.

Considering that Kim Soo Hyun is the highest-paid Korean Hallyu actor, his advertisement contracts supposedly cost upwards of millions of dollars. Depending on the duration left on the contracts among other details, Kim Soo Hyun could face penalties between $10 to 20$ million if the companies choose to claim damages due to his ongoing controversy.

As of now, its unknown whether he’ll be held liable or not.

Kim Soo Hyun is signed with these advertisements:

Swatch Group – MIDO (Watches)
HEBE Beauty (Cosmetics)
YOU Beauty (Cosmetics)
K2 Korea – Eider (Outdoor Apparel)
Homeplus (Retail)
Classys – Volnewmer (Beauty)
Suyen Corporation – BENCH/ (Clothing)
Shinhan Financial Group (Finance)
Shinhan Bank
All Day Fresh – Shabu All Day (Restaurant)
Trend Maker – Dinto (Cosmetics)
CJ Foodville – Tous Les Jours (Bakery & Confectionery)
KOSÉ – DECORTÉ AQ (Cosmetics)
Frombio (Health Supplements)
Estée Lauder Companies (Fragrance)
Jo Malone London (Fragrance)
Cuckoo Electronics – Cuckoo (Home Appliances)
Prada (Fashion)

Some netizens have celebrated this while others are on the fence wondering if brands should distance themselves so fast as more news bits get dropped every day with contracting claims as both sides insist on their version of events.

Meanwhile, Kim Soo Hyun has been at the center of controversy following allegations that he had been in a relationship with the late Kim Sae Ron since she was a minor. The entire controversy began as a cyber wrecker channel named Garo Sero spearheaded the expose with the help of Kim Sae Ron’s aunt and her mother. His agency strongly denied the claims, calling them “clearly false” and warned of legal action. However, the controversy did not die down and in fact continued to escalate, especially after photos showing physical affection between the two were released.

Not only that, but Dispatch released an exclusive report exposing GOLD MEDALIST and alleging the relationship between Kim Soo Hyun and Kim Sae Ron was indeed real.

Kim Soo Hyun’s agency then announced that they will issue an official statement next week to clarify the facts on March 13 and counter what they describe as baseless rumors. They retracted their statement and announced a new lengthy official statement just a day after. In the statement, he reversed his previous stance of calling the claims “groundless” and admitted to the relationship itself. He insisted that they dated from the summer of 2019 to the fall of 2020, after Kim Sae Ron had become an adult. Despite the agency’s continuous claims that they dated when she was an adult, reactions are not looking better.

What do you think of this?