The K-Beauty brand DINTO has ended its contract with actor Kim Soo Hyun, following public criticism and a recent controversy about his personal life. Initially, the brand expressed support for the actor, but changed its stance after facing backlash.
DINTO’s Initial Stance and Shift
DINTO had previously stated they were looking into the situation involving Kim Soo Hyun. They initially wanted to “trust him and wait,” but public reaction led them to pause his activities while seeking clarity.
Contract Termination Announcement
On March 15, 2025, DINTO officially announced the termination of their advertising model contract with Kim Soo Hyun.
Here is the official statement from DINTO:
Hello, this is DINTO.
DINTO has decided to terminate its advertising model contract with Kim Soo Hyun. Regarding the recent controversy, as a partner in both business relations and contractual agreements, we believed it was appropriate to uphold the principle of good faith. Therefore, until Kim Soo Hyun and his agency had the opportunity to express their position, it was not feasible for us to issue an official statement or proceed with the immediate termination of the contract. For reference, DINTO’s contract with Kim Soo Hyun was signed for one year and was set to remain valid until August 2025.
After reviewing the statement issued by his agency yesterday, we have determined that there are substantial grounds rendering the fulfillment of the advertising contract unfeasible. Accordingly, we are officially proceeding with the termination process through our legal representatives.
This decision was made to uphold the values that DINTO stands for and to honor the trust placed in us by our consumers. Going forward, we remain committed to making responsible and prudent decisions that align with our brand philosophy and consumer expectations, while also focusing on meaningful projects that create lasting value. Thank you.
DINTO cited the agency’s statement as the reason for ending the agreement, saying it made the contract impossible to continue. The brand emphasized its commitment to its values and consumer trust.
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