The ‘Kim Soo-hyun scandal’ is leading to the termination of the advertising contract.

It has been reported that global luxury brand Prada has decided to terminate its ambassador contract with Kim Soo-hyun.

According to a fashion industry insider, Prada decided on the 14th to ‘mutually terminate the contract’ with Kim Soo-hyun. There was no specific explanation as to why the contract was terminated, but it seems that the controversy surrounding his personal life had a considerable impact. Kim Soo-hyun was selected as the ambassador for luxury brand Prada in December of last year.

Prior to the mutual contract termination announced by Prada, Kim Soo-hyun had received a notice from bakery brand Tous Les Jours stating that they would not renew their exclusive contract in the middle of this month.

Kim Soo-hyun has been working as an exclusive model or ambassador for 13 brands, including Prada, which decided to mutually terminate its contract, and Tous Les Jours, which failed to renew its contract. Kim Soo-hyun is currently embroiled in a controversy over his past relationship with the late Kim Sae-ron, who passed away last month.


Reporter Heo Min-nyeong mignon@donga.com

This article is automatically translated using Google AI. If you notice any inaccuracies, please let us know at allkstar@donga.com.