"Photos Keep Coming"... Company Using Model Kim Soo-hyun Faces Backlash Over Late Kim Sae-ron Dating Controversy

'Tous Les Jours Ends Its 10-Year Partnership with Kim Soo-hyun'

CJ Foodville's bakery franchise Tous Les Jours is reportedly set not to renew its model contract with actor Kim Soo-hyun, which is due to expire at the end of this month, according to a Newis report on the 12th. The relationship between Tous Les Jours and Kim Soo-hyun has lasted for 10 years. After first partnering in 2015, they signed a six-month contract last September but decided not to extend it.

This decision came amid growing controversy over Kim Soo-hyun's alleged six-year relationship with the late Kim Sae-ron during her minor years. Although the contract period has not yet ended, many stores have already removed Kim Soo-hyun's images.

Actor Kim Soo-hyun

Earlier, the vegan beauty brand 'Dinto,' which had selected actor Kim Soo-hyun as its model, also completely halted plans related to him. An Ji-hye, CEO of Dinto, stated, "All employees have been verifying the facts together and discussing how to respond," adding, "All scheduled activities involving the model are currently on hold." Regarding the previous statement, "We will trust and wait for now," she apologized deeply, saying, "We sincerely apologize for this issue and deeply regret the confusion and inconvenience caused."

Outdoor brand 'Eider' and dining brand 'Shabu All Day' responded swiftly by deleting all content related to Kim Soo-hyun from their official websites and social media platforms. Homeplus also removed Kim Soo-hyun's image from its application loading screen.

Kim Soo-hyun is currently active as an advertising model for more than 10 brands, including Homeplus, Eider, Shabu All Day, Jo Malone London, Cuckoo, and Tous Les Jours. Online, there are already signs of a boycott movement against products featuring Kim Soo-hyun as a model.

Previously, the YouTube channel Gaseyeon cited statements from the late Kim Sae-ron's bereaved family, claiming that the deceased dated Kim Soo-hyun for six years starting from when she was a middle school student in 2015. The late Kim was affiliated with the same agency as Kim Soo-hyun from 2020 until the end of 2022.

Kim Soo-hyun's agency, Gold Medalist, declared, "All allegations regarding the dating rumors are groundless," and announced a strong response. However, as the bereaved family continued to reveal additional information following Kim Soo-hyun's response, the controversy further escalated.