This article discusses sensitive topics, including allegations of an underage relationship and the death of actress Kim Sae-ron, which may be distressing to some readers.
Kim Soo-hyun, one of South Korea’s biggest stars, faces a growing storm as his public image takes a hit. A recent TV broadcast blurred his standee, brands are cutting ties, and Disney+ has paused his drama Knock Off. The controversy stems from allegations about his past relationship with the late actress Kim Sae-ron, sparking heated debates and legal battles. Here’s a full look at the unfolding situation.
Standee Blurred on TV Sparks Attention
A YouTube video by channel Pixid, featuring TXT members Beomgyu and Soobin, caught viewers’ eyes on April 11, 2025. Kim Soo-hyun’s promotional standee was digitally blurred, while other celebrities’ images remained clear.
The footage was filmed before the scandal broke, but producers chose to obscure Kim’s image. This move suggests media outlets are treading carefully, aware of the public’s strong feelings about the allegations.
Fans noticed the selective blurring right away.
“It’s obvious they blurred only him,” one viewer commented online.
“Other stars were fine, so this feels intentional,” another added.
The decision reflects growing caution in the industry, as networks aim to avoid backlash tied to Kim’s name.
Brands Pull Back from Endorsements
Kim Soo-hyun’s marketability, once a goldmine, is crumbling. Several major brands have ended their partnerships with the actor.
Prada mutually ended its ambassador contract with Kim in March 2025.
Dinto, a cosmetics brand, terminated its deal, citing “substantial grounds” that made continuing unfeasible.
Tous Les Jours, a bakery chain, dropped Kim after reappointing him in 2024.
Shinhan Financial Group removed his ads but is still watching how the situation unfolds.
Jo Malone and CUCKOO also severed ties, joining the wave of withdrawals.
The fallout began after allegations surfaced about Kim’s relationship with Kim Sae-ron. Netizens called for boycotts, pressuring brands to act.
“We won’t buy from companies still linked to him,” one online post stated.
“Brands should drop him to show they care about values,” another user wrote.
The loss of these deals hits Kim’s finances hard, as he was reportedly earning millions per endorsement.
Disney+ Halts Knock Off Production
Kim Soo-hyun’s drama Knock Off, a high-budget Disney+ series, faces an uncertain future. The black comedy, set during the 1997 Asian financial crisis, stars Kim as Kim Sung-joon, an office worker turned counterfeit goods king. Jo Bo-ah plays his ex-girlfriend, a police officer fighting fake goods.
The show wrapped filming for Season 1 and was greenlit for Season 2, with a budget of 60 billion KRW (about 41 million USD). Kim’s fee was estimated at 500-800 million KRW per episode, totaling over 5 billion KRW for eight episodes.
But Disney+ postponed the April 2025 premiere after the scandal grew. A spokesperson said:
“The release schedule has not been confirmed.”
Production for Season 2 is now on hold. Some reports suggest Disney+ might sue Kim for damages if the project is scrapped, as his contract likely includes a morality clause requiring a clean public image.
“If Kim’s scandal causes financial loss, Disney+ could seek legal remedies,” an industry insider noted.
The drama also features Kwon Nara, Kim Mu-yeol, Lee Jung-eun, Jo Woo-jin, Yoo Jae-myung, and Choi Gyu-ri. Its realistic take on the IMF crisis had fans excited, but the controversy now overshadows its prospects.
Allegations and Legal Battles Intensify
The heart of the scandal lies in claims about Kim Soo-hyun’s relationship with Kim Sae-ron, who passed away on February 16, 2025, at age 24. Her family alleges the two dated from 2015 to 2021, starting when Kim Sae-ron was 15 and Kim was 27.
A YouTube channel, Garosero Research Institute (also called Hoverlab), first raised the issue on March 10, 2025, sharing a photo of Kim kissing Kim Sae-ron on the cheek. The channel claimed:
“They were together for six years, beginning when she was a minor.”
Kim Sae-ron’s family later released diary excerpts and KakaoTalk messages, allegedly from 2016 and 2018, to support their timeline. A family friend, referred to as her aunt, said:
“Kim Soo-hyun manipulated her when she was underage.”
Kim’s agency, Gold Medalist, denied the underage dating claims at first, calling them “completely false.” On March 14, 2025, they admitted a relationship but said it ran from summer 2019 to fall 2020, when Kim Sae-ron was an adult.
“Any claims of a relationship during her minor years are untrue,” Gold Medalist stated.
Kim addressed the issue at a March 31, 2025, press conference, where he broke down in tears. He said:
“I dated Kim Sae-ron for one year. The KakaoTalk chats are fake. They’re trying to frame me as a predator. I felt scared about what would be revealed every day.”
He questioned the authenticity of the messages and filed lawsuits against Kim Sae-ron’s family and Garosero’s operator, Kim Se-ui, seeking 12 billion KRW in damages.
The family’s lawyers hit back, accusing Kim of “false statements” and causing “further distress.” They’re now exploring legal action against him.
Public and Industry Reactions Grow
The controversy has divided fans and the public. Social media, especially Instagram, is flooded with hate comments targeting Kim.
“Justice for Kim Sae-ron,” one user wrote under Gold Medalist’s post.
“Your birthday is someone else’s death day,” another commented, noting Kim Sae-ron’s passing coincided with Kim’s birthday.
Celebrities like Im Si-wan, Ahn Bo-hyun, and Seol In-ah unfollowed Kim on Instagram, distancing themselves. MBC’s variety show Good Day edited out his scenes from an April 2025 episode, despite filming weeks earlier.
Netizens also dug up old ties, like a coffee truck Kim Sae-ron sent to Kim during It’s Okay to Not Be Okay in 2020, fueling speculation. Some demand Knock Off remove Kim’s scenes, as Netflix did with Kim Sae-ron in Bloodhounds after her 2022 DUI.
The scandal has sparked broader talks about South Korea’s entertainment industry, with calls for stricter laws on minors. A “Kim Soo-hyun Prevention Act” gained over 40,000 signatures by April 2025, pushing to raise the age of consent to 19.
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