Several major international brands, including luxury brand Prada, have severed ties with Kim Soo Hyun. He is one of South Korea’s most beloved actors. This follows a controversy regarding his relationship with late actress Kim Sae-ron. The incident has sent shockwaves through South Korea’s entertainment industry. The industry is known for its high expectations and intense public scrutiny of its celebrities.
The Allegations
This month, a YouTube channel known for its political content accused Kim Soo Hyun of beginning his relationship with Kim Sae-ron when she was still a minor. Kim Soo Hyun strongly denied the allegations, stating that their relationship occurred when both were adults. Kim Sae-ron, 24 at the time of her death in February, was once signed under Kim Soo Hyun’s talent agency, Goldmedalist. Her contract was not renewed in 2022.
While the relationship was confirmed by Kim Soo Hyun’s agency, Goldmedalist, the claims sparked a massive online backlash. The scandal, involving one of South Korea’s top stars, raised significant questions about the pressures faced by celebrities in the country. 
The Fallout
The repercussions for Kim Soo Hyun have been swift. Prada, which had announced Kim Soo Hyun as a brand ambassador only a few months ago in December, confirmed this week that their partnership was terminated. The brand released a statement saying, “It has been mutually decided to end the collaboration between Prada and Kim Soo Hyun.”
Similarly, Dinto, a popular Korean cosmetics brand, announced on Instagram that it had terminated its contract with Kim Soo Hyun, citing the controversy as the reason for their decision.
Other South Korean brands, including those that had previously used Kim Soo Hyun in their advertising, have also distanced themselves. The actor, who had endorsed more than 10 brands, saw his promotional presence rapidly shrink following the controversy.
Kim Sae-ron’s Tragic Death
The controversy was further complicated by the tragic death of Kim Sae-ron. The young actress passed away at her home in February, nearly two years after she withdrew from the public eye following a drunk-driving conviction in 2022. There were no signs of foul play, but authorities are still investigating the circumstances surrounding her death.
Kim Sae-ron’s death has triggered widespread sympathy in South Korea, shedding light on the immense pressure placed on Korean celebrities. It has reignited discussions on the mental health challenges faced by stars, particularly in the context of the toxic scrutiny they endure.
Legal Action and Family Response
In a statement, Kim Sae-ron’s family accused Kim Soo Hyun of making “false statements” and causing additional distress. They revealed they were considering legal action against him.
Broader Impact on Korean Celebrities
Kim Sae-ron’s passing has reignited conversations about the extreme pressure faced by Korean celebrities, particularly K-pop idols and K-drama actors. The tragic deaths of other young stars, such as Sulli, Goo Hara, Moon Bin, and Song Jae-lim, have underscored the mental health struggles within the entertainment industry.
The Intense Public Scrutiny
Korean celebrities often find themselves under intense public scrutiny, facing unyielding expectations regarding their appearance, behavior, and personal lives. Any perceived misstep, from smoking to drinking, can lead to harsh public backlash. This environment has contributed to growing concerns about the well-being of stars in the industry, many of whom are seen as both role models and public figures expected to maintain perfect images.
