Calls grow for brands to cut ties with Kim Soo Hyun amid controversy

THE wave of cancel culture has hit South Korean actor Kim Soo Hyun, as outraged netizens ignite brand boycotts over his alleged involvement in the latest controversy involving the actress late Kim Sae Ron.

The backlash erupted after Kim Sae Ron's aunt alleged that he had a six-year relationship with the late actress, starting when she was 15, and that he later abandoned her following her DUI case.

Korean netizens are urging brands to sever ties with Kim Soo Hyun, warning of potential boycotts if they fail to act.

Social media has been inundated with demands for companies to drop the actor, with many voicing concerns over his continued affiliation with major brands.

Public sentiment remains overwhelmingly critical, especially among South Korean netizens, who argue that his image is no longer suitable for brand endorsements.

This is particularly true for financial institutions, where trust and integrity are paramount.

Here are some of the comments from Korean netizens urging a boycott:

"If companies don’t remove Kim Soo Hyun as a model, I’m boycotting and refusing to buy from them,” one user wrote.

X user @luvmoinks echoed the sentiment, stating, "Boycott brands affiliated with Kim Soo Hyun."

Another user, @BuiAnkit, wrote, “We don’t need brands that support pedophiles.”

Similarly, @dusdn3218 advised companies to act swiftly, saying, “Sometimes a quick cut and choice can save your company. It is such a shame to miss that opportunity.”

Meanwhile, @AlayyanA simply stated, “Boycott them.”

According to entertainment media reports, Kim Soo Hyun is currently the face of 19 major brands spanning multiple industries, including:

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)

While most brands have yet to issue official statements regarding their partnerships with Kim Soo Hyun, some have begun taking precautionary measures.

Vegan beauty brand Dinto recently has announced a temporary suspension of all promotional activities involving the actor, stating that they are currently verifying the facts and deliberating on how to proceed.

Dinto’s chief executive officer Ahn Ji Hye, addressed the matter in an official statement.

“All employees have been checking the facts and discussing how to go about the situation. Currently, all planned schedules related to the model have been put on hold,” she said.

The controversy has placed significant pressure on brands to reconsider their associations with Kim Soo Hyun.

With public sentiment continuing to shift, it remains to be seen how these companies will navigate the growing backlash.

The situation highlights the power of public opinion in influencing corporate decisions and the necessity of maintaining a positive public image in the entertainment industry.

Previously reported, the controversy erupted after one YouTube channel exposed the conversation with Kim Sae Ron’s aunt that alleged that Kim Soo Hyun was in a six-year relationship with the late actress, which allegedly began when she was just 15 years old.

She also claimed that Kim Soo Hyun and his former agency, Gold Medalist, paid KRW 700 million to settle Kim Sae Ron’s DUI case before ultimately cutting ties with her, worsening her financial struggles.

The aunt further suggested that these hardships contributed to Kim Sae Ron’s untimely passing on Feb 16, 2025.

Gold Medalist has firmly denied the allegations, calling them "baseless and malicious," and has announced plans to take legal action against the YouTube channel that first circulated the claims.