Prada Terminates Contract With Kim Soo Hyun

Prada has ended its partnership with Kim Soo Hyun.

On March 14, a representative from Prada Korea stated, “In consideration of the gravity of the issue, we have mutually agreed to terminate our contract with actor Kim Soo Hyun.” They further shared, “This decision was made at the headquarters level, and as of now, we can confirm that the contract has been terminated.”

Kim Soo Hyun was appointed as a Prada ambassador in December last year.

The actor is currently at the center of controversy following allegations of a past romantic relationship with the late Kim Sae Ron when she was a minor, as well as accusations that he pressured her to repay a 700 million won (approximately $481,200) penalty, which some speculate may have played a role to her tragic passing.

Although Kim Soo Hyun’s agency has denied the allegations, brands that have endorsement deals with Kim Soo Hyun—including those in outdoor apparel, banking, fashion, bakery, and major retail chains—have begun taking action. Several companies have started removing advertisements featuring him, putting scheduled campaigns on hold, or signaling their intent not to renew contracts.

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