South Korean actor Kim Soo Hyun is encountering backlash from international brands due to recent allegations related to his personal life.

Cuckoo China publicly stated on March 18 that they would cease all marketing activities involving Kim and remove his image from their official platforms. The brand explained that they would halt ongoing promotional plans associated with Kim Soo Hyun and form a special team to watch over the situation closely.

All advertisements featuring Kim Soo Hyun have been taken down, and his promotional campaigns in China have been completely suspended by Cuckoo.

Initially appointed as the brand ambassador for Cuckoo in China, Vietnam, and Indonesia on March 1, hopes for his positive impact in the market diminished swiftly as controversy emerged concerning his personal life. Allegations suggest that Kim Soo Hyun was in a romantic relationship with the late Kim Sae Ron, who was a minor, and reportedly pressured her to repay debts, possibly contributing to her tragic demise.

Despite denials from his agency regarding the accusations, the negative attention towards Kim Soo Hyun continues to grow.

As a result of the scandal, various brands, including Prada, Dinto, and Tous Les Jours, have cut ties with the actor. Kim Soo Hyun's fan meeting in Taiwan may also face cancellation due to the controversy, potentially resulting in significant financial penalties.

With Kim Soo Hyun representing multiple brands, the uncertainty surrounding his career is anticipated to have a substantial impact on the advertising industry.