Kim Sae-ron’s mother demands apology as more brands severtTies with Kim Soo-hyun

16th March 2025 – (Seoul) The late South Korean actress Kim Sae-ron’s mother has publicly levelled accusations against actor Kim Soo-hyun and his agency, Gold Medalist, following her daughter’s tragic death by suicide on 16th February. The 24-year-old actress, renowned for her early success as a child star, was found dead at her residence in Seoul. Police have ruled her death a suicide.

In a statement issued through the South Korea-based YouTube channel, The Garosero Research Institute, Kim Sae-ron’s mother accused Soo-hyun of dating her daughter while she was a minor. She demanded a public apology from the actor and his agency, alleging that the agency manipulated narratives surrounding the relationship. Gold Medalist has denied the claims, maintaining that the pair’s relationship began only after Kim Sae-ron reached adulthood.

The allegations have sent shockwaves across South Korea’s entertainment industry, with brands rapidly distancing themselves from Kim Soo-hyun. Italian luxury fashion house Prada, for whom Kim had served as an ambassador since December, terminated its contract with the actor. In their announcement, Prada stated that the decision was “mutual” and aligned with its values.

Seoul-based cosmetics brand Dinto also severed ties with the embattled actor, citing “substantial grounds” that rendered the continuation of their collaboration “unfeasible.” The company emphasised its commitment to maintaining consumer trust.

Other brands, including outdoor clothing label Eider, bakery chain Tous Les Jours, and supermarket chain Homeplus, have similarly begun removing Kim’s likeness from their promotional materials. Industry insiders suggest that some companies are adopting a cautious approach, awaiting further developments before making definitive decisions about their contracts with the actor.

The controversy has also reignited focus on Kim Sae-ron’s troubled history with Gold Medalist. In 2023, the agency issued a legal notice demanding repayment of KRW 700 million (approximately $528,000) following the actress’s drunk driving incident in 2022. The Garosero Research Institute has speculated that unresolved financial disputes with the agency may have contributed to Kim Sae-ron’s untimely passing.

The backlash against Kim Soo-hyun has intensified due to his perceived silence and lack of a public apology. While Gold Medalist acknowledged the relationship last week after leaked photographs surfaced, the actor’s failure to address the allegations has fuelled public discontent.