Amid mounting allegations surrounding an alleged relationship between Kim Soo Hyun and the late Kim Sae Ron when she was a minor, companies are quickly distancing themselves from the actor.

A recent online post titled "A Business Owner’s Tears" described a shabu-shabu restaurant that had removed promotional items with Kim Soo Hyun’s face to avoid showcasing his advertisement. The post expressed concern for franchise owners who had invested heavily in hiring him as a model.

Reactions from netizens varied, with some stating that the situation was chaotic and suggesting the possibility of claiming damages, while others believed it was an overreaction and that the ad should simply be turned over.

Several Korean brands including Prada, Shinhan Bank, Homeplus, Tous les Jours, Dinto, Shabu All Day, and Eider have reportedly removed Kim Soo Hyun from their advertisements.

There is even greater international backlash, with videos showing businesses overseas swiftly removing promotional materials featuring the actor. Meanwhile, Chinese fan clubs have disbanded, and criticisms against him online are increasing.

South Korean netizens have responded to the global reaction, calling for similar actions in Korea, criticizing the desensitization to grooming crimes in the K-pop culture, and suggesting that more companies should sever ties with Kim Soo Hyun.

Amidst the negative public sentiment towards Kim Soo Hyun, it is anticipated that more brands will reconsider their associations with the actor in the near future.