Kim Soo-hyun, one of South Korea’s highest-paid and most prominent actors, is at the center of controversy following allegations that he had a romantic relationship with the late actress Kim Sae-ron when she was underage.

The claim, made by the YouTube channel Hoverlab on Monday, has sparked public outrage and concern within the entertainment and retail industries, potentially damaging Kim’s reputation.

According to Hoverlab, Kim and Kim Sae-ron had been romantically involved for six years, beginning when she was 15 and he was 27.

Kim Soo-hyun’s agency, Gold Medalist, strongly denied the allegations in a statement reported by South Korean media outlet Naver, calling the claims “completely false” and warned of “the strongest possible legal action.”

Kim Sae-ron, known for her roles in The Man from Nowhere and HI! School Love On, was found dead at her residence in Seongdong-gu, Seoul, in February.

The day after Hoverlab’s claims emerged, the channel released a photo showing Kim Soo-hyun kissing Kim Sae-ron on the cheek, fueling further speculation. Some netizens linked Kim Sae-ron’s death to Kim Soo-hyun’s birthday on 16 February, implying a connection.

The backlash was swift, with viewers calling for Kim Soo-hyun to be removed from MBC’s variety show Good Day, hosted by K-pop icon G-Dragon. His upcoming Disney+ series Knock-Off has also faced scrutiny.

The controversy has also impacted brands tied to Kim. Homeplus, a major grocery chain that recently hired him to revamp its image, stated, “There is no change for now, and we will decide after assessing the situation.”

Meanwhile, bakery chain Tous les Jours, owned by CJ Foodville, is reportedly reconsidering its relationship with Kim, as his contract is set to expire this month.

Online reactions have been divided. Some netizens have accused Kim Soo-hyun of grooming, resurfacing past videos in which he made remarks they deemed questionable regarding relationships with younger individuals. Others have defended him, emphasizing that no confirmed evidence supports the allegations.

In March 2024, Kim Sae-ron faced criticism after posting a photo of herself with Kim Soo-hyun on social media.

The image, where their cheeks touched, sparked rumors of a romantic relationship. Gold Medalist denied the speculation, and critics accused Kim Sae-ron of seeking attention while Queen of Tears, starring Kim Soo-hyun, was gaining popularity.

The backlash led to her withdrawal from the play Dongchimi, with producers citing “health reasons” for her departure.