The beauty brand Dinto has decided to terminate its contract with actor Kim Soo-hyun.
On the 15th, Dinto announced through its official SNS, "We have decided to terminate the advertising model contract with Kim Soo-hyun." The duration of Kim Soo-hyun's contract with Dinto was one year, set to last until August 2025.
Dinto stated, "In light of the recent controversy, we believe it is right to uphold the principles of good faith and fair dealing as a partner. We found it difficult to make an official announcement regarding Dinto's position and the termination of the model contract until Kim Soo-hyun and his agency made their statements."
Dinto further explained, "After confirming the agency's position yesterday, we deemed there to be significant reasons that make it difficult to fulfill the advertising model contract, and we are currently proceeding with the official contract termination process through our lawyer. We made this decision to uphold the values pursued by the Dinto brand and to maintain consumer trust. We will continue to make careful and responsible decisions that align with consumer trust and realize value through more meaningful projects."
Previously, luxury brand Prada terminated its contract with Kim Soo-hyun, who had served as a brand ambassador. Additionally, CJ Foodville, which had selected him as a model for 'Tous Les Jours', announced mid-month that it would not renew its contract with Kim Soo-hyun as it approached its expiration. Brands like Eider, Shabu All Day, and Homeplus, where Kim Soo-hyun is currently active as a model, have already removed his photos from their channels.
Kim Soo-hyun is facing allegations of having dated the late Kim Sae-ron, who was 12 years younger, during her minor years.
Initially, Kim Soo-hyun's side denied the relationship but later clarified on the 13th, stating, "We dated from the summer of 2019, after the late Kim Sae-ron became an adult, until the fall of 2020," emphasizing, "It is not true that I dated Kim Sae-ron when she was a minor."
