Whoa talk about drama! Things just got seriously heated for K-drama star Kim Soo Hyun. You know him from hits like "Queen of Tears" and "It's Okay to Not Be Okay"? Well he is in the middle of a major scandal and it's costing him big time especially with luxury brand Prada.
From Brand Ambassador to Brand Dumped: Prada Sours on Kim Soo Hyun Amid Dating Claims
Just months ago things were looking amazing for Kim Soo Hyun and Prada. He became a global brand ambassador in January even strutting his stuff at their Fall 2025 men's fashion show in Milan. He was the face of cool sophisticated Prada style. Fast forward to now? Prada just announced they are cutting ties completely. Ouch that's gotta sting.
Why the sudden cold shoulder? It all blew up thanks to some serious allegations from a South Korean YouTube channel called Hoverlab. They dropped a bomb claiming Kim Soo Hyun had been in a six-year relationship with actress Kim Sae-ron. Now here's the really shocking part: they said it started when she was only 15 years old. Kim Soo Hyun was 27 at the time.
To make matters worse Hoverlab backed up these claims with photos supposedly showing Kim Soo Hyun kissing Kim Sae-ron on the cheek. These videos went viral racking up millions of views and suddenly Kim Soo Hyun's public image was in freefall.
Kim Sae-ron's Tragic Story: From Rising Star to Heartbreaking End
This whole thing is even more sensitive because of the tragic backstory of Kim Sae-ron. She was a child actress who became really well-known for movies like "The Man From Nowhere." Her career seemed super promising but it took a bad turn in 2022 after a drunk driving incident. She faced legal trouble and pretty much disappeared from the public eye. Her last role was even edited out of a Netflix show after the DUI.
Then things got even sadder. According to Hoverlab Kim Sae-ron was struggling financially after having to pay a huge fine for the accident. They claim she reached out to Kim Soo Hyun for help in March 2024 asking to postpone a payment she owed to his agency. Apparently he ignored her plea. Last month Kim Sae-ron was found dead at home. Police ruled it a suicide. She was only 24.
Public Backlash and Brand Exodus: Kim Soo Hyun's Career Takes a Nosedive
After Kim Sae-ron's death and these dating allegations the public mood in Korea turned sharply against Kim Soo Hyun. People were upset especially because he attended a party for G-Dragon not long after her passing. It looked insensitive to many.
Brands started running for the hills. Besides Prada several major Korean companies are dropping Kim Soo Hyun fast. Bakery chain Tous Les Jours discount store Homeplus and sportswear brand K2 Korea have all pulled his ads or ended contracts. Even beauty brand Beyond is hiding videos featuring him online. This scandal is seriously hitting his career hard.
Agency Drama: Denial Admission and Claims of "Psychological Distress"
Kim Soo Hyun's agency Gold Medalist is in damage control mode. At first they strongly denied the dating rumors and threatened legal action against anyone spreading "lies." But as the backlash grew they shifted their story. They released a statement admitting Kim Soo Hyun and Kim Sae-ron WERE in a consensual relationship but only for a short time "from the summer of 2019 to the fall of 2020 after she became a legal adult."
The agency also claimed Kim Soo Hyun is suffering "severe psychological distress" because of the accusations and that paparazzi are harassing him at his home. They even say he's confused by claims blaming him for Kim Sae-ron's death. The agency promises to release another statement next week with "clear evidence" to set the record straight. It's a messy situation all around.
Brands Cutting Ties with Kim Soo Hyun:
- Prada
- Tous Les Jours (bakery chain)
- Homeplus (discount store)
- K2 Korea (sportswear)
- LG Household & Health Care (beauty brand - Beyond)
What's Next for Kim Soo Hyun and Prada? Uncertain Future in K-Entertainment World
This scandal is a major blow for Kim Soo Hyun who was riding high as a top K-drama star and Prada ambassador . His reputation is definitely damaged and it's unclear how much this will hurt his future career. Will the public forgive him? Will brands be willing to work with him again anytime soon?
For Prada it's a quick and decisive move to protect their brand image. Luxury brands are super sensitive about controversy. Dropping Kim Soo Hyun sends a clear message that they take these allegations seriously. But it also leaves them without a major Korean star ambassador. This whole situation is a reminder of how quickly things can change in the fast-paced world of K-entertainment and fashion.