Kim Soo-hyun's brand deals under scrutiny as calls for boycotts grow amid controversy

South Korean actor Kim Soo-hyun, the face of 19 major brands, is under public scrutiny after allegations surfaced linking him to the tragic passing of Kim Sae-ron.

Following accusations made by Kim Sae-ron’s family, netizens are urging brands to sever ties with the Queen of Tears star, with some threatening boycotts.

Kim Soo-hyun currently endorses Prada, Homeplus, Shinhan Bank, Jo Malone London, Tous Les Jours, MIDO, Dinto, and other luxury and consumer brands. However, companies have yet to release statements regarding his status as their ambassador.

The controversy began after Kim Sae-ron’s aunt alleged that the actor had a six-year relationship with Kim Sae-ron, which reportedly began when she was 15. She further claimed that Kim Soo-hyun and his former agency, Gold Medalist, paid KRW 700 million for Kim Sae-ron’s DUI case and later distanced themselves from her. The aunt also accused the agency of exacerbating Kim Sae-ron’s financial struggles, leading to her untimely passing on February 16, 2025, which coincided with Kim Soo-hyun’s birthday.

Gold Medalist swiftly denied the allegations, calling them "baseless and malicious." The agency also announced plans for legal action against the YouTube channel that spread the claims and urged people to stop sharing misinformation.

As the controversy grows, brands associated with Kim Soo-hyun are under increasing pressure to respond.