Kim Soo-hyun is facing significant backlash following allegations that he was in a six-year relationship with the late Kim Sae-ron when she was a minor. The controversy has started affecting his career, including his advertising contracts and ongoing projects.

On March 10, the YouTube channel Garo Sero Institute (GaSeYeon) reported claims from Kim Sae-ron's family, alleging that Kim Soo-hyun had been in a relationship with her since she was underage. They also claimed that when Kim Sae-ron faced financial difficulties after her DUI incident, Kim Soo-hyun's agency, Gold Medalist, demanded 700 million KRW (approximately $520,000) in contract penalties.

Kim Soo-hyun's agency has denied all accusations, but the controversy escalated as GaSeYeon released photos of him engaging in intimate gestures with Kim Sae-ron, along with text messages allegedly exchanged between them. As a result, past remarks by Kim Soo-hyun have resurfaced, and fans have flooded the comment sections of his ongoing projects, calling for his removal.

The backlash is expected to extend further as Kim Soo-hyun is a top Hallyu star and the face of multiple advertising campaigns. Even though his agency has yet to release an additional statement, the situation has already sparked boycotts.

One beauty brand affiliated with Kim Soo-hyun faced persistent inquiries from fans. The company's CEO personally addressed the issue on their private channel, stating, "I'm deeply touched by all the messages of support. Thank you for your concern. Regarding our model, we will wait and see. Rather than being swayed by uncertainty, I want to focus on what I can and should do at this moment."

However, after GaSeYeon released additional claims, the negative sentiment surrounding Kim Soo-hyun intensified. On March 11, the brand's CEO uploaded a follow-up statement titled "Additional Statement Regarding Our Model."

"First, I sincerely apologize for the situation," the CEO wrote. "The initial statement was written between the evening of the 10th and the early hours of the 11th. I deeply regret any confusion or inconvenience it may have caused."

The statement continued, "Rather than making hasty decisions, I believed it was important to monitor the situation and verify the facts. Today, our entire team held discussions on how to proceed, and for now, all model-related schedules have been put on hold."

Gold Medalist has announced legal action against GaSeYeon for spreading what it calls "malicious falsehoods," but the controversy surrounding Kim Soo-hyun continues to grow. Reports have surfaced on online communities showing posters of Kim Soo-hyun being taken down from stores, indicating that the fallout may continue.

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