Kim Soo Hyun Endorsement with Dinto Put on Hold Amid Controversy

Kim Soo Hyun’s partnership with the cosmetic brand Dinto has been suspended following allegations that he was in a six-year relationship with the late Kim Sae Ron, starting when she was a minor.

Reported by AllKpop, Dinto’s CEO, Ahn Ji Hye, initially addressed the situation on March 10th (KST), saying, “For now, I plan to trust and wait. Rather than being swayed by uncertain claims, I want to focus on what I can and must do.” However, after facing backlash, Ahn issued a more formal statement, apologizing for any confusion and clarifying that the company was carefully reviewing the facts before making a decision.

Reports claim that Kim Sae Ron’s family alleged she and Kim Soo Hyun had been in a relationship since she was 15. They also brought up financial disputes involving her agency, Gold Medalist, which Kim Soo Hyun co-founded. In response, Gold Medalist denied the accusations, calling them “baseless falsehoods” and threatening legal action.

Also read: Kim Soo Hyun Caught in Dating Rumors with Kim Sae Ron, Agency Speaks Out

With public scrutiny intensifying, Dinto has now officially put all activities featuring Kim Soo Hyun on hold. Other brands linked to the actor are also reportedly reassessing their partnerships, while some Korean netizens have called for a boycott of brands that continue to work with him.