In the wake of a scandal involving South Korean actor Kim Soo Hyun, several prestigious brands, including the luxury fashion house Prada, have severed their associations with the popular star. The controversy erupted after allegations surfaced regarding the nature of his past relationship with the late actress Kim Sae-ron.

Kim Soo Hyun, a prominent figure in South Korea’s entertainment scene, denied claims made by a politically-themed YouTube channel suggesting that his relationship with Kim Sae-ron, who was just 24 at the time of her death, began when she was still a minor. The allegations triggered a wave of backlash, underlining the relentless scrutiny faced by stars in the $5 billion South Korean entertainment industry.

Goldmedalist, Kim’s management agency, confirmed that while the two actors were indeed in a relationship, both were of age during their time together, as reported by the Chosun Ilbo. Attempts by CNN to reach Goldmedalist for further comments have gone unanswered.

Kim Sae-ron, whose career was marred by a 2022 DUI incident that led to significant public backlash, tragically passed away in February of this year. Authorities have stated that there were no signs of foul play, and investigations into the circumstances surrounding her death are ongoing.

The fallout from this controversy has been immediate for Kim Soo Hyun, celebrated for his roles in hit series like “It’s Okay to Not be Okay” and “My Love from the Star.” Prada announced that it has "mutually decided" to end their collaboration with the actor just months after appointing him as a brand ambassador in December. Similarly, Dinto, a globally recognized Korean cosmetics brand, also terminated its contract with Kim, citing the recent controversy as decisive in their choice.

Other brands from South Korea have taken steps to distance themselves from Kim Soo Hyun, with reports indicating that his image is being swiftly removed from promotional materials. Before the scandal broke, he was associated with over ten major brands, maintaining a significant presence in the marketplace.

The untimely death of Kim Sae-ron has reignited discussions about the intense pressures faced by Korean celebrities, following similar tragedies that have impacted the industry, including the losses of K-drama actors and K-pop stars like Sulli and Moon Bin. The conversation continues to explore the harsh public scrutiny and unattainable standards that often accompany fame in South Korea, highlighting a critical need for compassion and understanding toward those in the spotlight.