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Kim Soo-hyun has been in headlines lately for his involvement in the late Kim Sae-ron's controversy. This involvement has negatively impacted the actor's brand deals, as most of the labels are suspending their contracts with him.
Recently, the online community asserted that French outdoor and sports clothing label EIDER was purportedly upholding their contract with him. Nonetheless, as the reports circulated online via community platforms, netizens uncovered that the original article had been amended, indicating that the brand was contemplating the removal of Soo-hyun instead.
EIDER China made an official announcement through their social media account. They issued the statement, saying:
“We genuinely thank and love all the consumers of our brand, EIDER. Currently, Eider is not conducting any official model promotions in the Chinese region. Regarding the Kim Soo Hyun incident in Korea, all advertisements and promotions related to him have already been halted in the Korean market, and the legal procedures for terminating the contract are in progress.”
The brand requested its customers to use reason and not believe the false information being spread on the internet.
“We hope consumers will make rational judgments about the false information being spread online to avoid confusion caused by misunderstandings. In 2025, Eider is ready to provide Chinese consumers with professional outdoor equipment and outdoor experiences with even better services. Thank you again for your support and trust!”
Kim Soo-hyun was reportedly appointed as the ambassador for EIDER on August 17, 2023.
Luxury fashion label Prada, DINTO Cosmetics, and other brands suspended their contracts with Kim Soo-hyun
Kim Soo-hyun's purported connection to Kim Sae-ron's death has adversely affected the actor's public image in recent weeks. Soo-hyun has been alleged to have been in a relationship with the deceased actress Kim Sae-ron when she was 15 years old.
The actor and his company, GOLD MEDALIST, are reportedly involved in accusations of having pressured Sae-ron into resolving his debts of around 700 million KRW. This led to her financial difficulties and her death on February 16. As per the Seodong Police, the female actor's death is suspected to be a result of su*c*de.
As the issue becomes heated, other firms, including Prada, DINTO, K2 Korea, Shinhan Bank, Aekyung Group, Jo Malone, CUCKOO China, and Tous Les Jours, have ended their deals with the Queen of Tears actor. Prada issued a statement regarding the issue, stating,
"Considering the seriousness of the issue, we have decided to end our collaboration with actor Kim Soo-hyun by mutual agreement. The contract has been terminated. This was a decision made at headquarters level," Prada stated.
Following Prada, DINTO terminated its modeling deal with Soo-hyun on March 15.
“DINTO has decided to terminate its advertising model contract with Kim Soo Hyun. Regarding the recent controversy, as a partner in both business relations and contractual agreements, we believed it was appropriate to uphold the principle of good faith. Therefore, until Kim Soo Hyun and his agency had the opportunity to express their position, it was not feasible for us to issue an official statement or proceed with the immediate termination of the contract.” DINTO stated.
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Jo Malone London has paused all Kim Soo-hyun campaigns and is considering contract termination. Jo Malone is a British perfume-making label.
Another kitchen appliance and electronics company, CUCKOO China, also suspended their deal with the actor. Soo-hyun became the brand's ambassador on March 1.
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