Luxury fashion brand Prada has officially severed ties with South Korean actor Kim Soo Hyun following allegations surrounding his past relationship with the late actress Kim Sae Ron. The controversy has escalated, with netizens demanding accountability and brands distancing themselves from the actor.

Prada terminates contract with Kim Soo Hyun

Kim Soo Hyun, who was appointed as Prada’s brand ambassador in late 2024, was removed from his position after accusations surfaced that he had dated Kim Sae Ron when she was a minor. The claims led to a public outcry, with many urging brands associated with the actor to take action.

On March 14, Prada released an official statement confirming their decision: “We would like to inform you that after considering the severity of the issue, our collaboration with Kim Soo Hyun has been mutually concluded. The contract has been terminated. The decision came from headquarters.”

Other brands distancing themselves

Kim Soo Hyun’s commercial engagements have been significantly affected, with several brands reassessing their partnerships with him. On March 11, vegan beauty brand Dinto, for which he serves as a model, reportedly suspended all promotional activities featuring the actor due to growing backlash.

Similarly, bakery chain Tous les Jours removed advertisements featuring Kim Soo Hyun from its social media platforms on March 12. The brand, which re-signed him as an ambassador in September 2024 after his previous endorsement from 2012 to 2015, is now reportedly reconsidering renewing his contract, set to expire this month. However, a company representative clarified that discussions regarding non-renewal were already underway before the controversy erupted.

Kim Sae Ron’s mother decides against releasing more photos

As the allegations gained traction, Kim Sae Ron’s family initially allowed the YouTube channel Garosero Research Institute to release personal photos of the late actress with Kim Soo Hyun. However, following a statement from his agency, Gold Medalist, which claimed he was suffering from “severe psychological instability,” the family chose to withhold further images.

On March 15, The Qoo reported that Kim Se Eui, a former MBC reporter and co-owner of the YouTube channel, stated during a livestream that Kim Sae Ron’s mother had changed her mind. “She was concerned about him and his mental health after his agency mentioned that he was showing signs of severe psychological instability,” Kim Se Eui said.

Kim Se Eui also revealed that the channel had more “shocking photos” but confirmed they would not release them against the bereaved family’s wishes.

Garosero Research Institute, a YouTube channel, has demanded a public apology from Kim Soo Hyun. On March 13, the channel posted a warning on its community page, stating, “Kim Soo Hyun’s statement next week is highly anticipated. We are waiting for a sincere public apology to the late actress Kim Sae Ron’s family.”

The post further warned, “If he continues to stick to lies and excuses... three truly shocking photos and a video will be released. They are incomparable to the ones revealed so far.” However, due to a request from Kim Sae Ron’s family, the likelihood of releasing new evidence has decreased.

The controversy intensified after the release of a recorded phone call featuring an individual claiming to be Kim Sae Ron’s aunt. In the recording, the woman alleged that the actress had been in a relationship with Kim Soo Hyun since she was 15 and accused Gold Medalist of imposing an unfair penalty on her, which allegedly contributed to her death.

Kim Sae Ron’s family prepares rebuttal

Kim Sae Ron’s mother and family have strongly opposed Gold Medalist’s statement. On March 15, Koreaboo reported that her mother, is preparing a rebuttal, stating that Kim Soo Hyun’s agency distorted the truth.

According to the media reports, the mother, who has been under immense stress since her daughter’s passing and is experiencing facial nerve paralysis, has entrusted her aunt—who helped raise Kim Sae Ron—to speak on her behalf. While Gold Medalist dismissed the aunt as merely a “family acquaintance,” the family argued that she had been a significant presence in Kim Sae Ron’s life for over two decades and was well-known to the agency.

Kim Sae Ron’s mother has vowed to fight for her daughter’s reputation. In a statement given to Garosero Research Institute and translated by Koreaboo, she stated: “The reason I am speaking about a child who has already left me is because I want to restore her honour, which was destroyed in a split second by articles full of lies. I am not trying to gain anything or sow discord. I only hope that her life will be remembered and treasured posthumously as an acknowledged actress. I don’t want her to become someone’s gossip, so please help me restore her name.”

Kim Sae Ron died by suicide on February 16, 2025, after facing severe public backlash following her DUI incident in 2022. Allegations that Kim Soo Hyun had been in a long-term relationship with her surfaced posthumously, prompting his agency to initially deny the claims. However, after personal photographs and letters emerged, Gold Medalist later admitted they had dated but insisted their relationship began only after she became an adult.