Kim Soo Hyun is facing intense scrutiny following allegations of a past relationship with the late actress Kim Sae Ron. Reports surfaced claiming the two were involved for six years, with claims from the actress’ family adding further controversy.
As public discussion grows, questions arise about how this situation could affect his career, endorsements, and future projects.
What Is the Kim Soo Hyun and Kim Sae Ron Dating Controversy About?
The situation escalated when YouTube channel HoverLab (a.k.a. Garo Sero Institute) released a video alleging the two actors had dated for six years, starting when Sae Ron was a minor. The claims were reportedly backed by a family member of the actress.
Soo Hyun’s agency, Gold Medalist, swiftly refuted the allegations, calling them false and warning of legal action against those spreading misinformation. Meanwhile, Sae Ron’s family provided what they claim to be text messages and photos as evidence, further fueling discussions online.
Read more about the controversy in this story.
How the Controversy Could Impact Kim Soo Hyun’s Career
Soo Hyun has long been one of South Korea’s highest-paid actors, commanding staggering fees per project. Reports indicate that he earned around 200 million Korean won (P8.3 million) per episode for It’s Okay to Not Be Okay in 2020. His pay skyrocketed for One Ordinary Day in 2021, with estimates suggesting he made over 500 million won (P20.8 million) per episode. Most recently, Queen of Tears has been rumored to secure him an unprecedented 800 million won (P33.4 million) per episode—making him one of the most lucrative figures in the industry.
Beyond his acting career, Soo Hyun’s endorsements span luxury fashion, cosmetics, finance, and more. He has served as a brand ambassador for companies such as MIDO, Jo Malone London, Shinhan Financial Group, Tous Les Jours, Cuckoo Electronics, Homeplus, Frombio, several beauty brands including Estée Lauder, Decorté, Dinto, as well as Filipino brand Bench and an ambassadorship for luxury fashion house Prada.
The scandal has sparked calls from Korean netizens urging brands to drop him as an ambassador. At least one company has already reacted—according to a report by Newsis, cosmetics brand Dinto has temporarily halted all promotional activities featuring Soo Hyun while it assesses the situation. The brand’s CEO, Ahn Ji Hye, confirmed that internal discussions were undergoing.
But on Saturday, March 15, the company announced that it had canceled its advertising contract with Soo Hyun and cited its commitment to maintaining customer trust. According to The Korea Times, the contract was originally set to expire in August this year.
"After reviewing the statement issued by his agency yesterday (Friday), we have determined that there are substantial grounds rendering the fulfillment of the advertising contract unfeasible ... This decision was made to uphold the values that Dinto stands for and to honor the trust placed in us by our consumers," the brand stated on social media.
Luxury brand Prada has confirmed that it has cut ties with Soo Hyun, marking a significant shift as the actor had only been appointed as an ambassador in December.
Other brands, including outdoor wear label Eider and supermarket chain Homeplus have begun quietly removing promotional materials featuring Soo Hyun.
While several companies have distanced themselves from Soo Hyun, others have yet to make a definitive move. According to The Korea Times, some brands are waiting to see how the situation develops before making final decisions, as no official legal action has been taken. A source from a major conglomerate told the outlet that companies are assessing the risks and determining how best to handle their contracts with the actor.
“Details over the advertising contract with a celebrity differ from each company, so they will opt to minimize their financial loss by reducing any unexpected risks for the time being.”
While the controversy has led to public backlash, some of Soo Hyun’s work commitments appear to be moving forward as scheduled. He is currently filming Knock-Off, a Disney+ series centered around a man who rises in the counterfeit luxury market. According to a report by OSEN, Disney+ confirmed that filming has not been disrupted and no changes have been made in response to the controversy.
However, social media platforms have seen an influx of critical comments regarding the actor, and some viewers are calling for his removal from Good Day, a variety show where he has made recent appearances. As the issue continues to unfold, industry watchers are closely monitoring how brands, production companies, and the public respond in the coming weeks.
Hey, Preview readers! Follow us on Facebook, Instagram, YouTube, Tiktok, and Twitter to stay up to speed on all things trendy and creative. We’ll curate the most stylish feed for you!
