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Just three months after his appointment as the global ambassador of Prada, actor Kim Soo-Hyun has been officially removed from his position.
On Friday, March 14, 2025, Prada released an official statement confirming that they were cutting ties with the actor.
"This decision was made at the headquarters level, and as of now, we can confirm that the contract has been terminated. This decision was made at the headquarters level, and as of now, we can confirm that the contract has been terminated."
Prada's decision comes at a time when the actor is facing allegations of a past relationship with the late actress Kim Sae-Ron when she was a minor.
The Kim Soo-Hyun and Kim Sae-ron controversy: more details explored
Kim Soo-Hyun's career and reputation took a huge hit when Hoverlab, a South Korean news site on YouTube, reported that the 37-year-old actor was involved with the late actress Kim Sae-Ron when she was just 15 years old. It also backed up its claim with pictures showing Soo-Hyun kissing Sae-Ron on the cheek. The livestream reportedly attracted close to four million viewers on YouTube.
According to Hoverlab, Kim Sae-Ron's suicide might have been a result of the mounting pressure the actress faced from her agency, Gold Agency, after being saddled with a 700 million won (approximately $418,000) fine. The fine was meant to compensate the affected parties of the actress' DUI accident.
Hoverlab stated that Sae-Ron reached out to Kim Soo-Hyun, who was also under the same management, hoping the payment deadline could be postponed. Allegedly, the actor ignored her and didn't respond to her cry for help, according to a screenshot of a message provided by Kim Sae-Ron's family.
On February 17, 2025, Kim Sae-Ron was found dead in her apartment; the police ruled it as suicide. Netizens noted that the actress took her life on actor Kim Soo-Hyun's birthday.
Netizens were outraged when they discovered that Kim Soo-Hyun attended G-Dragon's listening party on February 25, just a few days after the actress' death.
The actor's management has come forward to debunk all accusations. Though the management admitted that both parties were involved in a romantic relationship, they stated that it happened only after the actress became a legal adult.
They also added that Soo-Hyun has been suffering from severe psychological distress due to the accusations.
"Kim has suffered extreme confusion due to claims blaming him for the actress’s sudden death. People with cameras have also been loitering around his residence, adding to the psychological pressure," his agency said.
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Even though the actor's agency denied all accusations, brands that had partnered with Kim Soo-Hyun have begun taking action by ending their contracts with him or taking down advertisements featuring him.
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