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On March 18, 2025, CUCKOO China terminated its contract with Kim Soo-hyun in light of the ongoing Kim Sae-ron controversy. The latest announcement from the popular South Korean kitchen and electronic appliances company came 17 days after Soo-hyun's appointment as one of its ambassadors on March 1, 2025.
“We will suspend all brand promotion activities related to Kim Soohyun and immediately replace all image materials of Kim Soohyun on all official platforms. All marketing plans involving him will be halted, and a special task force will be formed to monitor the situation.”
In addition to the latest announcement, all commercials featuring Soo-hyun have been reportedly pulled from the brand's official website and its official pages on social media platforms such as WeChat and Weibo.
Brands including PRADA and DINTO end their contracts with Kim Soo-hyun
Kim Soo-hyun's alleged involvement with Kim Sae-ron’s demise has negatively impacted the actor’s reputation in recent weeks.
Soo-hyun has been accused of having been in a relationship with the late actress Kim Sae-ron when she was 15. The Queen of Tears star is allegedly implicated in suspicions of having forced the deceased actress into settling his debts, which resulted in her financial hardships and subsequently, to her death on February 16, 2025.
As suggested by Seodong Police, the cause of the actress’ death appears to be su*c*de.
As the matter grows increasingly controversial, several brands including PRADA, DINTO, and Tous Les Jours have been quick to terminate their modeling contracts for advertisement with Kim Soo-hyun.
Soo-hyun’s Prada ambassadorship was made official by the label in December 2024. However, soon after the controversy, the luxury fashion label made an official announcement of ending its association with the actor.
"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 Cosmetics too ended it modeling contract with Soo-hyun on March 15, 2025. In the statement that they released, the brand stated that their decision was based upon their values and philosophy, which made it a priority to honor the trust that the consumers put in it.
The statement further read,
"Going forward, we remain committed to making responsible and prudent decisions that align with our brand philosophy and consumer expectations, while also focusing on meaningful projects that create lasting value. Thank you."
Furthermore, on March 30, the actor was slated to conduct a fan gathering during the Cherry Blossom Festival organized by 7-Eleven in Kaohsiung, Taiwan; However, the potential for cancellation has been suggested.
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