Actor Kim Soo Hyun is facing a growing wave of backlash from overseas brands following allegations surrounding his personal life. 

Cuckoo China announced on March 18 that it would terminate all promotional activities involving Kim and replace all official platform content featuring his image.

In an official statement, Cuckoo China said, “We have decided to completely suspend all brand promotional activities related to Kim Soo Hyun and will immediately replace all image materials featuring him on our official platforms. We will also suspend all ongoing marketing plans related to him and establish a special task force to continue monitoring the situation.”

The brand has since removed all advertisements featuring Kim Soo Hyun and has fully suspended his promotional activities in China.

Kim Soo Hyun was appointed as the brand model for Cuckoo in China, Vietnam, and Indonesia on March 1, raising expectations for a positive market response, especially amid hopes for the lifting of the THAAD-related cultural ban (Hallyu Ban) in China. However, the emerging controversy over his personal life has led to a swift halt in his commercial exposure. Future developments regarding his association with the brand remain under review.

The controversy stems from allegations that Kim Soo Hyun was involved in a romantic relationship with the late Kim Sae Ron when she was a minor. Furthermore, he has been accused of pressuring Kim Sae Ron to repay debts, which some have speculated may have contributed to her tragic death.

Kim Soo Hyun's agency, Gold Medalist, has repeatedly denied the allegations. However, the stream of accusations and revelations directed at the actor shows no signs of slowing down.

In the wake of the growing scandal, several brands have already terminated or chosen not to renew their endorsement contracts with Kim Soo Hyun. Luxury brand Prada, lifestyle brand Dinto, and bakery chain Tous Les Jours have reportedly cut ties with the actor.

Further complications may arise regarding Kim Soo Hyun's upcoming fan meeting in Taiwan. He was scheduled to appear at the '7-Eleven Cherry Blossom Festival' event in Kaohsiung on March 30, but reports suggest that the event may be canceled due to the ongoing controversy. Industry sources estimate that if the event is canceled, the resulting penalty could reach 30 million yuan (approximately $4.14 million).

Kim Soo Hyun currently serves as the face of over 10 brands, and the growing uncertainty surrounding his career is expected to put considerable strain on the advertising industry.

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