Prada ends partnership with Kim Soo Hyun amid controversy over alleged underage relationship with actress Kim Sae Ron

South Korean actor Kim Soo Hyun. Photo from Kim's Instagram

According to South Korean entertainment outlet Soompi, a representative from Prada Korea stated on March 14: "In consideration of the gravity of the issue, we have mutually agreed to terminate our contract with actor Kim Soo Hyun."

"This decision was made at the headquarters level, and as of now, we can confirm that the contract has been terminated," they further shared.

Kim Soo Hyun was appointed Prada’s ambassador in December last year.

His controversy began last week, when YouTube channel GaroSaero Research released an interview with a woman claiming to be Kim Sae Ron’s aunt, alleging the actress had been in a relationship with him for six years, starting when she was 15.

Responding to these allegations, Kim Soo Hyun’s agency Gold Medalist—which he co-founded—acknowledged that the actors had dated from the summer of 2019 to the fall of 2020. According to this timeline, Kim Sae Ron would have been of legal age at the beginning of their relationship.

However, this acknowledgment contradicted the agency’s earlier denial in March of last year, which was issued after speculation arose from a quickly-deleted Instagram post by Kim Sae Ron featuring a photo of herself and Kim Soo Hyun leaning on each other’s cheeks.

In addition to Prada, bakery chain Tous les Jours and sportswear brand K2 have also removed promotional content featuring the actor from their platforms, as reported by Korea JoongAng Daily.

Kim Soo Hyun, 37, debuted on television in 2007 and gained prominence through hit series such as "Dream High," "The Moon Embracing the Sun," "My Love from the Star," "It’s Okay to Not Be Okay," and "Queen of Tears." He is considered one of South Korea’s highest-paid actors, known for commanding top salaries and lucrative endorsement deals.

Actress Kim Sae Ron was found deceased at her Seoul home on Feb. 16 at the age of 25. Authorities reported no signs of foul play, and her funeral took place on Feb. 19.

Before her death, she gained international recognition as the youngest South Korean actress to attend the Cannes Film Festival for her debut role in the 2009 film "A Brand New Life." She was also the youngest nominee for Best Actress at South Korea’s prestigious Baeksang Arts Awards.

Her career, however, later suffered setbacks due to a highly publicized drunk driving incident, leading to lost film opportunities and endorsements.