Have you ever had that moment when you accomplished something truly big in your life, only to find out that everything is falling apart moments after? This is probably what it feels like for a brand that successfully signed brand endorsement deals with Kim Soo Hyun. Just days after everything was signed and sealed, Kim Soo Hyun suddenly faced a massive controversy, causing the canceled brand endorsement deals in the shortest time span ever. So, how did this happen, and which brand has the shortest endorsement span with Kim Soo Hyun? Read on for the complete report.
MORE Brands Canceled Endorsement Deals with Kim Soo Hyun
The dating controversy between “Queen of Tears” actor Kim Soo Hyun and late actress Kim Sae Ron has now massively escalated.
While Kim Soo Hyun claimed to have reportedly filed a complaint on the leak of his inappropriate photo, his agency has done nothing about the “underage dating” allegation.
Due to this allegation, Kim Soo Hyun’s reputation has been massively declining. He had previously lost over 1 million followers on Instagram. Not only that, but prominent fashion brand PRADA, along with several others, have reportedly canceled their endorsement deals with Kim Soo Hyun.
However, apparently, these are not the only ones cutting ties with him. More brands have now joined the party in removing Kim Soo Hyun completely from their ads.
Following PRADA, British perfume brand Jo Malone London also canceled all endorsement and promotion deals featuring Kim Soo Hyun. They even discussed possible contract termination with the actor.
Next, the famous outdoor equipment brand Eider has eventually canceled endorsement deals with Kim Soo Hyun.
Previously, Eider has faced massive criticism from Korean and international fans. That’s because even after they deleted Kim Soo Hyun’s photo from social media, the brand still maintained all the actor’s TV and YouTube ads.
Therefore, Eider China social media account decided to clarify their position.
“Regarding the Kim Soo Hyun incident in Korea, all advertisements and promotions related to him have already been halted in the Korean market, and the legal procedures for terminating the contract are in progress.”
Eider China.
Korean Brand Canceled Endorsement Deals with Kim Soo Hyun: The Shortest Span Ever
In addition to the abovementioned names, there’s a Korean brand that eventually canceled its endorsement deals with Kim Soo Hyun after a mere 17-day contract.
A Korean home appliance brand, Cuckoo, previously appointed Kim Soo Hyun to promote as their model in China, Vietnam, and Indonesia on March 1, 2025. However, the controversy involving Kim Soo Hyun and late actress Kim Sae Ron started only days after they signed the deal. And by 2 weeks later, Kim Soo Hyun had lost his reputation as Korea’s most prominent and expensive actor.
Hence, on March 18, 2025, the Chinese branch of Korean home tech brand Cuckoo, Cuckoo China, decided to release an official statement to address their association with Kim Soo Hyun. According to the statement, Cuckoo had canceled all promotional activities with Kim Soo Hyun. They are also monitoring his brand endorsement deals based on the incident’s progress.
For now, Cuckoo has removed all ads featuring Kim Soo Hyun from social media. Therefore, Cuckoo is now officially the brand with the shortest time span with Kim Soo Hyun, 17 days before cutting him off from the brand endorsement deals.
Kim Soo Hyun Controversy Causes Concerns in Korean Advertising Industry
Finally, the issue involving “Queen of Tears” actor Kim Soo Hyun has caused massive concerns among Korean brands and the advertising industry. That’s because, as one of the most prominent actors in South Korea, Kim Soo Hyun now holds advertising contracts and brand endorsement deals with over 18 big names in the industry.
Among these prominent names were top Korean beauty/lifestyle brands (CJ Foodville, Homeplus, etc.) and even one of the big 5 Korean banks, Shinhan Financial Group.
Therefore, if all the allegations against Kim Soo Hyun were proven accurate, it would create a huge turmoil in the Korean advertising industry. Most of these Korean brands will suffer significant losses and may possibly issue legal action for contract termination.
Brands Suffering Losses Due to Kim Soo Hyun Canceled Endorsement Deals: What Can You Do?
With the rapid downfall of Kim Soo Hyun’s public image, Korean brands are now facing one of the most challenging PR crises in recent years. With high-budget campaigns and carefully curated image-building strategies, many companies invested substantial resources into leveraging Kim Soo Hyun’s star power. But with everything unraveling overnight, brands are now left grappling with both financial losses and consumer backlash.
So, what exactly can companies do when a top-tier celebrity ambassador becomes the center of a high-profile controversy? Here are some things you can do if you’re facing issues similar to what happened with Kim Soo Hyun.
1. Immediate Brand Disassociation
The very first step is swift action. As seen with Cuckoo, Jo Malone London, and Eider, delaying a response only fuels criticism. Brands must act quickly to remove the celebrity from all active online and offline promotions before the public begins questioning the brand’s ethics and values.
Removing visual assets, halting campaigns, and turning off scheduled ad placements must happen within hours, not days. In the case of Kim Soo Hyun, brands that delayed removal were immediately targeted by both media and fans.
2. Transparent Public Communication
A vague or overly legalistic statement will not work in today’s environment. Therefore, brands need to release clear, firm public communication—similar to what Cuckoo China and Eider China have done.
Rather than hiding behind silence, companies must openly explain their decision to suspend or cancel their relationship with the celebrity. Transparency builds trust, which is the only currency that can salvage public perception after a scandal.
3. Reassessing Endorsement Policies
The Kim Soo Hyun controversy has forced many companies to confront a hard truth: high-profile names come with high-level risks.
Therefore, moving forward, brands must:
- Revisit contract terms and ensure a strong morality clause is included.
- Shorten endorsement periods to allow greater flexibility.
- Conduct ongoing reputation monitoring throughout the duration of the deal—not just before signing.
Some Korean PR consultants have even suggested that brands begin adopting AI-powered risk monitoring tools to flag potential concerns long before they escalate.
4. Rebuilding Brand Identity
For brands like PRADA and Shinhan Financial Group, who built long-term campaigns around Kim Soo Hyun’s image, the rebuilding process won’t happen overnight.
Once the ambassador is removed, the company must shift the focus to its core values, products, and customer engagement strategies. And you can do so by collaborating with emerging talents or redirecting ad budgets into consumer experiences.
The main point is that you must reclaim the narrative and restore public confidence.
5. Preparing for Legal and Financial Repercussions
With massive investments on the line, legal teams are now working overtime. If a morality clause was in place, brands may seek financial compensation or terminate contracts without further obligations. However, in some cases, especially with global campaigns already launched, losses will be unavoidable.
The financial strain is already visible. PRADA had just rolled out its campaign with Kim Soo Hyun weeks before the controversy broke. Cuckoo reportedly spent significant resources on launching his ads across Southeast Asia.
Now, all of that is going to waste.
Kim Soo Hyun Impact on Korean Brand Deals: What Happens Next?
As investigations continue and more alleged evidence surfaces, the fate of Kim Soo Hyun’s remaining brand deals hangs in the balance. With over 18 major endorsements in his portfolio, the scale of potential fallout is massive — not just for Kim Soo Hyun’s career but for the broader Korean advertising industry.
One thing is clear: this controversy may well mark a turning point in how Korean brands approach celebrity endorsements moving forward. Stricter background checks, shorter contract terms, and morality clauses may soon become the new standard.
In a world where reputation shifts overnight, the lesson is clear: even the brightest star can fall — and when it does, it’s the brands that must brace for impact.
Until then, the industry watches and waits. Therefore, stay tuned for updates as we continue monitoring how the Kim Soo Hyun controversy impacts
