Kim Soo Hyun, once regarded as a valuable Hallyu star, is facing the biggest crisis of his career. Following recent negative news about his personal life, brands that previously sought his endorsement are now rapidly distancing themselves, while fans are abandoning him in droves.

Brands Pull the Plug

Kim Soo Hyun had been a sought-after celebrity in the advertising industry, boasting approximately 15 endorsement contracts with both domestic and international brands. However, allegations surfaced that he had dated the late actress Kim Sae Ron while she was still a minor. This scandal sent shockwaves through the entertainment industry, prompting netizens to demand that brands terminate their contracts with the actor.

The response from brands has been swift. The first major move came from the cosmetic brand DTO, which postponed all of Kim Soo Hyun’s scheduled promotional activities. Following suit, Korean food brand Shabu All Day deleted all Instagram posts related to the actor. While some companies initially hesitated, the pressure mounted as the controversy intensified. Homeplus supermarket chain, which initially defended its partnership with Kim Soo Hyun, later removed his images after Dispatch published a detailed clarification confirming the dating allegations.

Shinhan Bank has also erased all traces of the actor from their marketing materials. Meanwhile, luxury fashion brand To Lejour is reportedly monitoring the situation and preparing to sever ties. Even Juju Air, the airline that had previously collaborated with Kim Soo Hyun from 2015 to 2016, confirmed that they have switched all promotional content featuring him to private mode.

Prada Faces Backlash

Among all the brands associated with Kim Soo Hyun, Prada’s response is being scrutinized the most. If the high-end fashion brand decides to cut ties, the financial repercussions could be substantial. Given the high-value nature of their contracts, terminating his advertisements could result in significant compensation costs for the actor.

Fans Turn Their Backs

Kim Soo Hyun’s fanbase, once unwaveringly loyal, is now shrinking at an alarming rate. His dedicated Instagram fan page, which had nearly 510,000 followers, has officially announced its disbandment. Additionally, his personal Instagram account has experienced a sharp decline in followers over the past two days.

Industry Fallout

The scandal’s impact is not limited to endorsements. On online forums, netizens have called for a widespread boycott of Kim Soo Hyun’s upcoming drama, Knockoff. As the controversy grows, his career prospects seem increasingly bleak. The situation has evolved from a personal scandal into a full-blown industry-wide reckoning that threatens to derail the actor’s future in entertainment.

Kim Soo Hyun, once a beloved figure in the Korean entertainment industry, now faces an uncertain future. With brands withdrawing support, fans turning away, and his latest project under threat, his downfall serves as a stark reminder of how quickly public perception can shift in the face of controversy.