As controversy over underage relationship allegations continues to mount, Kim Soo Hyun is now facing fallout beyond Korea—with even a Chinese advertiser backing away.
According to Chinese media on March 19th, Cuckoo China announced a full suspension of all promotional activities featuring Kim Soo Hyun, just 20 days after he was officially unveiled as the brand’s model.
Cuckoo China made headlines earlier this month when it appointed Kim as the face of its campaign—a rare move given China’s ongoing restrictions on Korean celebrities under the Hallyu ban. His selection was seen as a significant breakthrough, thanks to his enduring popularity from hit dramas like My Love From the Star.
However, with public backlash rapidly intensifying, the company issued a statement on March 18th: “We are halting all promotional content related to Kim Soo Hyun and replacing his images across our WeChat, Weibo, and official website. This is a strategic move based on market feedback and intended to protect the integrity of our brand.”
The company also noted it is reviewing legal options.
Kim Soo Hyun is currently under fire over allegations that he dated actress Kim Sae Ron when she was just 15 years old—a claim he has denied, insisting their relationship began only after she became an adult. Despite his statement, the controversy continues to escalate.
Domestically, the repercussions have been swift. The actor has been dropped or distanced by major brands including Prada, Tous Les Jours, Dinto, and Shinhan Bank. Retailers such as Homeplus, Eider, and K2 Korea have removed his promotional materials. In one viral incident, a restaurant chain in Korea was seen flipping table papers featuring his face before serving customers.
Overseas, footage of Kim’s cardboard ads being torn down or discarded has circulated online.
Despite Cuckoo China’s decision to halt promotion, Chinese netizens have criticized the move as half-hearted. “What’s the point of stopping the ads if you’re not canceling the contract?” one commenter wrote.
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