Kim Sae Ron Controversy, Prada Breaks Contract With Kim Soo Hyun

Kim Soo Hyun (Instagram @soohyun_k216)

JAKARTA - A number of brands have started to open their voices regarding their contracts with Kim Soo Hyun. He is the highest paid actor in South Korea, becoming controversial after dating Kim Sae Ron.

Friday, March 14, the fashion brand from Italy released a response to actor Kim Soo Hyun who became their ambassador. It is known that Prada announced the actor as an ambassador in December 2024.

"We want to inform you that after considering the issue, our collaboration with Kim Soo Hyun has been completed," Prada said, launching SPOTV.

"The contract is over and the decision comes from the central directors," he said.

Apart from Prada, Korean beauty brand Dinto revealed that they are looking for facts and discussing the situation.

All employees are examining the facts and discussing how to deal with the situation. Currently, all schedules related to the model are being suspended," said Dinto.

The Shabu All Day food outlet also deleted all of their promotional photos with Kim Soo Hyun. Now, their Instagram account only displays information about the restaurant.

In addition, the Homeplus brand stated, "Because no objective facts have been confirmed, we are still monitoring the situation and reviewing it. Currently there has been no change (regarding the model)"

Brand Eider also delivered a similar response. They said, "Because there is no final decision, so we can't talk about anything."

Prior to this controversy, Kim Soo Hyun was recorded as the ambassador for 18 brands including beauty brands, sports, households, to fashion.