Previously they had been criticized for supporting him.
This article is part of our coverage of Kim Soo Hyun and Kim Sae Ron’s report. You can read more and view the entire time sequence here.
Previously, a K-Beauty brand COULD BE announced that they were examining the situation with actor Kim Soo Hyun because of the exhibition on his private life. Initially they showed support for him, wanting “trust him and wait. “After serious repercussions by the public, they decided to pause his activities to get to the bottom of truth.
As of March 15, 2025, they announced that they will terminate their contract with the star.
Hi, this is surrounded.
Arcto has decided to stop the advertising model contract with Kim Soo Hyun. As for the recent dispute, as a partner both in commercial relations and in contractual agreements, we believed that it was appropriate to support the principle of good faith. Therefore, until Kim Soo Hyun and his agency had the opportunity to express their position, it was not possible for us to issue an official declaration or proceed with the immediate termination of the contract. For reference, the surrounding contract with Kim Soo Hyun was signed for a year and was destined to remain valid until August 2025.
After examining the declaration issued yesterday by his agency, we established that there are substantial reasons that make the advertising contract impossible impossible. As a result, we are officially proceeding with the resolution process through our legal representatives.
This decision was made to support the values that it represents and to honor the trust placed in us by our consumers. In the future, we are committed to making responsible and prudent decisions that align with the philosophy of our brand and the expectations of consumers, also focusing on significant projects that create lasting value. Thank you.
You can read more about the initial question below.
The famous K-Beauty brand is canceled after showing support for Kim Soo Hyun
