Kim Soo-hyun’s highly anticipated Disney+ drama Knock Off is facing an uncertain future as backlash over the death of actress Kim Sae-ron continues to escalate. The scandal surrounding their alleged past relationship has cast a long shadow over his career, with brands pulling endorsements and fans in key markets, including Singapore, withdrawing support. Now, the fate of Knock Off, a project he heavily promoted just months ago, hangs in the balance.

Disney+ has delayed promotional activities for Knock Off, which was initially expected to be a flagship release for its expansion into the Asian streaming market. Kim Soo-hyun’s visit to Singapore in November 2024 for the Disney APAC Content Showcase was a major event, reinforcing his status as one of the most bankable K-drama stars. However, following the allegations that he dated Kim Sae-ron when she was a minor, public sentiment has shifted dramatically.

The scandal erupted on March 10, when reports surfaced accusing Kim Soo-hyun of having an inappropriate relationship with Kim Sae-ron, who died by suicide on February 16, 2025—his birthday. While his agency, Gold Medalist, has denied claims that the relationship began when she was underage, the conflicting timelines and leaked evidence presented by Kim Sae-ron’s family have kept the controversy alive. With legal battles intensifying, including Gold Medalist’s lawsuit against her family for allegedly blackmailing the actor with private photos, the situation has only grown more volatile.

Singapore, a key market for K-dramas and a location where Knock Off was actively promoted, has remained noticeably silent. Unlike global fanbases that have rallied in support, Singaporean fans have not launched campaigns or shown public backing, signaling a shift in sentiment. Local brands with ties to Kim Soo-hyun, such as MIDO Watches Singapore, may also reconsider their association with the actor if backlash continues to grow.

Adding to the uncertainty, Kim Soo-hyun has retreated to his Seoul home in the Seongdong District, reportedly shielded by family and cut off from news reports about the scandal. His decision to withdraw from the public eye has fueled speculation about whether he will be able to resume full-scale promotions for Knock Off or if Disney+ will reconsider its investment in the project.

Industry insiders suggest that Disney+ is closely monitoring the situation, weighing whether to move forward with the drama’s release as planned or quietly push it back until the controversy settles. If the scandal deepens, Knock Off could face further delays or limited international promotions, impacting its success outside of South Korea.

For now, Kim Soo-hyun’s once-unshakable standing as a Hallyu superstar appears to be at a crossroads. His reputation in Singapore, a market that once embraced him, now seems uncertain, and with Knock Off still in limbo, the road ahead looks increasingly difficult. Whether audiences will separate the scandal from his work or if the backlash will permanently damage his career remains to be seen.