Dinto Ends Model Contract with Kim Soo-hyun Following Agency’s Clarification

On March 15, Dinto officially announced via their social media channels that they would be terminating their advertising model contract with popular actor Kim Soo-hyun. The initial agreement, which was signed for a duration of one year, was meant to last until August 2025.

Dinto Terminates Model Contract with Kim Soo-hyun

Dinto stated that the decision to dissolve the contract was made in adherence to their commitment to good faith in business relationships. They remarked, “It was challenging for us to take immediate action regarding the contract before receiving an official comment from Kim Soo-hyun and his agency. However, after evaluating the statement released by the agency yesterday, we concluded that there were substantial grounds for terminating the advertising partnership.”

In their statement, Dinto underscored the importance of the contract termination to uphold their values and maintain consumer trust.“We are now legally proceeding with the termination of the contract. This step is essential in safeguarding the principles that Dinto stands for. We will continue to make responsible and meaningful decisions that align with our brand mission.”

Moreover, it is worth noting that Dinto’s decision follows a similar move by luxury brand Prada, which has also ceased its ambassador relationship with Kim Soo-hyun. Concurrently, CJ Foodville, which enlisted him as a model for Tous Les Jours, has opted not to renew his contract. Various other brands, including Eider, Shabu All Day, and Homeplus, have also withdrawn all promotional materials featuring the actor from their official platforms.

Recently, Kim Soo-hyun has been embroiled in controversy regarding past allegations of dating the late Kim Sae-ron while she was still a minor. Initially, his agency had denied any romantic connection but later modified their stance on March 13 by stating, “Kim Soo-hyun and Kim Sae-ron dated from the summer of 2019 until the fall of 2020, after the latter had reached adulthood. Any suggestions that they were involved while she was underage are false.”

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