Luxury fashion brand Prada has officially ended its partnership with South Korean actor Kim Soo Hyun. This decision comes in light of recent allegations surrounding the actor, which have sparked widespread controversy.
Prada’s Statement on Contract Termination
On March 14, a representative from Prada Korea confirmed the termination of Kim Soo Hyun’s contract. The statement read:
“In consideration of the gravity of the issue, we have mutually agreed to terminate our contract with actor Kim Soo Hyun. This decision was made at the headquarters level, and as of now, we can confirm that the contract has been terminated.”
Kim Soo Hyun was announced as a Prada ambassador in December 2023, making his partnership with the brand short-lived. The move signals Prada’s intent to distance itself from the controversy surrounding the actor.
The Allegations Against Kim Soo Hyun
Kim Soo Hyun has recently been embroiled in serious allegations, including claims of a past romantic relationship with the late actress Kim Sae Ron when she was a minor. Reports also suggest that he pressured her to repay a financial penalty of 700 million won (approximately $481,200), which some speculate may have contributed to her tragic passing.
His agency has denied the accusations, stating that the claims are baseless. However, the controversy has already impacted his public image, leading brands to reconsider their associations with him.
Brands Distancing Themselves from Kim Soo Hyun
Following the allegations, multiple brands that had endorsement deals with Kim Soo Hyun have begun taking action. Companies across various industries, including fashion, banking, outdoor apparel, and retail, have reportedly:
• Removed advertisements featuring him
• Put upcoming campaigns on hold
• Indicated they may not renew their contracts
The fallout could significantly impact Kim Soo Hyun’s career, as endorsements form a crucial part of a celebrity’s public and financial standing.
The Impact on Kim Soo Hyun’s Career
Kim Soo Hyun is one of South Korea’s most successful actors, known for his roles in hit dramas like It’s Okay to Not Be Okay, My Love from the Star, and The Moon Embracing the Sun. His popularity has extended beyond Korea, making him a sought-after figure in global fashion and entertainment.
However, the backlash from these allegations could lead to further professional repercussions. With major brands severing ties and public perception shifting, the future of his career remains uncertain.
Conclusion
Prada’s decision to end its contract with Kim Soo Hyun reflects the growing impact of controversies on brand partnerships. As the situation unfolds, it remains to be seen how the actor and his agency will address the allegations and whether he will be able to recover his public standing. For now, the scandal has already led to significant consequences, with more brands expected to take action in the coming weeks.
