Kim Soo Hyun has denied allegations of an underage relationship with the late Kim Sae Ron, but the damage to his image is already massive. More brands, both in Korea and internationally, are continuing to cut ties with him.

On March 15, beauty brand Dinto officially announced on social media, “Dinto has decided to terminate its advertising contract with Kim Soo Hyun.”

His contract with Dinto was originally set to last until August, and the brand initially took a cautious approach when the controversy first broke out.

However, after his agency, Gold Medalist, confirmed that he had dated Kim Sae Ron from summer 2019 to fall 2020—when she was legally an adult—the backlash only grew. Ultimately, Dinto decided to drop him completely.

The brand explained, “After reviewing the agency’s statement, we determined that there was a serious reason making it difficult to continue fulfilling the advertising contract. We are now proceeding with the official termination process through legal representatives.”

Kim Soo Hyun was previously the face of over 16 brands, including Eider, Shabu All Day, Homeplus, Shinhan Bank, Tous Les Jours, Cuckoo, Prada, and Jo Malone London.

Among them, luxury fashion house Prada quickly announced, “Considering the seriousness of the issue, we have mutually agreed to terminate our ambassador contract with Kim Soo Hyun. This decision was made at the headquarters level, and the contract has now been officially canceled.”

CJ Foodville’s bakery brand Tous Les Jours also decided to part ways with him. Meanwhile, other companies like Homeplus, Eider, and Shabu All Day have either stopped using his promotional materials or removed them entirely.

Online, people are sharing photos of his ads being taken down, and some of his promotional standees have even been spotted discarded in trash bins. As the controversy continues, more brands may follow suit.

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Former S.E.S member Shoo (Yoo Soo Young) warmed hearts as she shared a touching moment with her twin daughters—taking them to the same wholesale market where she once worked during a difficult time in her life.

On May 8, Shoo posted several photos on Instagram showing her spending time with her twin daughters, Ra Hee and Ra Yul, at the Dongdaemun wholesale market. In the caption, she wrote, “Did everyone enjoy the holiday? I feel like I made a memory I’ll never forget for the rest of my life.”

The photos showed Shoo and her daughters smiling brightly while eating and shopping together. Her daughters, now visibly grown up, were even seen wearing similar shoes and clothes as their mom.

Shoo opened up about a painful chapter in her past. “When I was struggling, I once sold clothes I got from Dongdaemun with the help of a friend,” she shared. “I used to go there from night to early morning, picking up fleece clothes, hairpins, and shoes, thinking, ‘My kids would love this if I brought them here.’”

Now that her daughters are older, Shoo finally fulfilled that dream. “We laughed so much while shopping. We bought hairpins, socks, and clothes together,” she said. “They’ve grown so much—they can even wear the same things as me.”

Reflecting on the experience, she added, “Memories of my past flashed before my eyes. I told them how I used to work late at night, carrying heavy bags and walking around for 10 hours straight.”

Shoo emotionally concluded, “I was so happy to show my kids the nighttime world I once worked in.”

Fans who remember Shoo’s twins from The Return of Superman were touched to see how much they’ve grown. Shoo, now a proud mom of three, continues to update fans through her TV appearances and social media, showing her strength as both a mother and former idol.

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