Brands begin cutting ties with Kim Soo Hyun amid growing allegations

As allegations continue to mount regarding Kim Soo Hyun’s alleged relationship with the late Kim Sae Ron when she was a minor, companies are rapidly distancing themselves from the actor.

Recently, a post titled “A Business Owner’s Tears” surfaced on an online community. The post detailed how a shabu-shabu restaurant had reversed promotional paper placemats featuring Kim Soo Hyun’s advertisement to avoid displaying his face. The author wrote, “Franchise owners must be devastated after paying so much to hire a model, only to be forced into this situation.”

Netizens were divided in their reactions. Some commented, “This is truly a mess,” “They should at least be able to claim damages,” and “It’s embarrassing, but flipping the ad over is the right move.” Others countered, “Just eat your food,” “His face doesn’t change the taste,” and “This is an overreaction.”

As of now, several domestic brands have reportedly removed Kim Soo Hyun from their advertisements, including:

• Prada

• Shinhan Bank

• Homeplus

• Tous les Jours

• Dinto

• Shabu All Day

• Eider

International backlash appears to be escalating even more rapidly than in South Korea. Viral videos circulating online show businesses swiftly removing promotional materials featuring Kim Soo Hyun.

One video captures a photo booth tearing down his posters, while another, allegedly from Thailand, shows a standee of Kim Soo Hyun being discarded. In addition, several Chinese fan clubs have shut down, and online criticism against the actor is surging.

Netizens in South Korea reacted to the international response, commenting: “We should do the same here,” “K-pop culture has desensitized people to grooming crimes,” and “Other companies should cut ties as well.”

With public sentiment turning against Kim Soo Hyun, more brands are expected to reconsider their association with the actor in the coming days.