Kim Soo-hyun Faces Career Crisis Amid Controversy, Major Brands Cut Ties:

Once one of South Korea’s most beloved and highest-paid actors, Kim Soo-hyun is now at the center of a scandal that has shaken his career and public image. The controversy stems from allegations of a past relationship with actress Kim Sae-ron when she was just 15 years old, while he was 27. The tragic passing of Kim Sae-ron by suicide on his birthday last month has added further fuel to the fire.

Reports suggest that Kim Sae-ron, who was reportedly involved with Kim Soo-hyun at a young age, allegedly owed him a significant amount of money. These claims have led to a wave of public backlash, with several major brands severing their ties with the actor.

Cuckoo China Cuts Ties with Kim Soo-hyun

On March 18, 2025, Cuckoo China, a major brand, released a statement announcing the suspension of all promotional activities featuring Kim Soo-hyun. The brand explained, "We will immediately suspend all promotional activities related to Kim Soo-hyun and replace all image materials featuring him on official platforms. All marketing plans involving him will be halted, and a special task force will be formed to monitor the situation."

Cuckoo China has since removed all advertisements featuring the actor from its platforms, including WeChat, Weibo, and its official website. Reports indicate that the brand is also considering legal action against Kim Soo-hyun.

Kim Soo-hyun’s Past Partnership with Cuckoo

Kim Soo-hyun was appointed as Cuckoo's brand ambassador for China, Vietnam, and Indonesia on March 1, 2025, with high hopes surrounding the lifting of the Korean Wave ban. However, just 17 days later, the brand abruptly halted all endorsements due to the ongoing personal controversies surrounding the actor.

Before this, Kim Soo-hyun had been reappointed as Cuckoo’s ambassador in Malaysia on November 16, 2024, after a decade-long break. The partnership was aimed at promoting healthier living and deepening the brand’s connection with Malaysian consumers.

Other Brands Follow Suit

Cuckoo China’s swift decision to cut ties has raised questions about whether other branches of the brand will follow suit. Several other major brands, including Prada, vegan beauty brand Dinto, South Korean bakery franchise Tous les Jours, athleisure company K2 Korea, Shinhan Bank, Eider, and Aekyung Group, have already ended their partnerships with the actor.

As Kim Soo-hyun faces mounting public scrutiny and backlash, the future of his career hangs in the balance, with many questioning whether he will be able to recover his public image and professional standing.