Kim Soo Hyun is facing another setback as foreign brands continue to distance themselves from him.

On March 18, Cuckoo China released an official statement, saying, "We are completely halting all brand promotional activities related to Kim Soo Hyun and will immediately replace all images of him posted on our official platforms."

The company further added, "We will suspend all related marketing plans currently in preparation and establish a special task force to track further developments."

Following this decision, the brand has completely stopped Kim Soo Hyun's promotional activities in China and removed all of his advertisements.

Kim Soo Hyun was previously selected as Cuckoo’s model for China, Vietnam, and Indonesia on March 1, raising hopes for a stronger presence in the Chinese market amid expectations of the "Hallyu ban" being lifted. However, as multiple personal controversies have surfaced, his brand endorsements are now being suspended, with further discussions ongoing.

The actor is currently embroiled in serious allegations, including claims that he was in a relationship with the late Kim Sae Ron when she was a minor and that he pressured her to repay debts, allegedly leading to her tragic passing.

His agency, Gold Medalist, has strongly denied these accusations, but the controversy continues to spread.

As the situation worsens, several brands have already ended their contracts with Kim Soo Hyun. Luxury brands such as Prada, Dinto, and Tous Les Jours have reportedly either terminated their deals or chosen not to renew them.

Meanwhile, concerns are also rising over his upcoming fan meeting for the Seven-Eleven Sakura Festival in Kaohsiung, Taiwan, on March 30. If the event is canceled, industry insiders estimate that the cancellation fee alone could reach 30 million yuan (approximately 1.32 billion KRW).

Currently, Kim Soo Hyun is an ambassador for more than 10 brands, and the growing controversy is expected to cause further ripples in the industry.

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Actor Kim Soo Hyun's dedicated fanbase is taking action against online hate and false rumors aimed at damaging his reputation.

On April 22nd, the Kim Soo Hyun Fan Union (comprising Daum Cafe Yukaris and DC Inside Kim Soo Hyun Gallery) released a statement announcing they are working to file criminal charges against those spreading harmful slander about the actor.

Their lawyer, Yang Tae Young from Law Firm Siwoo, revealed that they plan to take legal action as soon as this week, filing a formal complaint at the Seoul Seongbuk Police Station. According to the fan union, these online users are violating the Information and Communication Network Act by spreading malicious defamation.

While defamation cases can be pursued by third parties, unlike insults which require the victim to act, the fan union is determined to protect Kim Soo Hyun's reputation. They stated, "This is a voluntary movement to defend the actor’s rights and maintain a healthy fan culture. We won’t tolerate personal attacks disguised as freedom of speech and will take action without hesitation."

The fan union also emphasized that this effort is not just limited to South Korea. International fans have joined the movement, showing support for the cause. The union has gathered solid evidence, including harmful comments, manipulated images, and false posts made over the past few months.

In a related move, Kim Soo Hyun's agency, Gold Medalist, filed a separate report with the authorities on April 15th, condemning the continuous spread of baseless rumors and unverified claims that have been damaging to the actor’s image. They also filed a defamation lawsuit.

This all stems from claims made by the family of late actress Kim Sae Ron, starting in March. Through the Garoseero Research Institute YouTube channel, they alleged that Kim Soo Hyun and Kim Sae Ron were in a relationship from November 2015 (when Kim Sae Ron was a minor) until July 2021. They presented supposed evidence such as handwritten letters Kim Soo Hyun allegedly sent to Kim Sae Ron during his military service and a photo of Kim Soo Hyun kissing Kim Sae Ron on the cheek.

In response, Kim Soo Hyun's agency clarified on March 14th that the actor only began a relationship with Kim Sae Ron after she became an adult, from the summer of 2019 to the fall of 2020. Kim Soo Hyun also addressed the rumors directly during a press conference on March 31st, stating, "I did not date Kim Sae Ron when she was a minor."

The situation continues to unfold, with fans and the actor taking a firm stance against the damaging rumors.

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