K-Beauty Brand DINTO Cuts Ties with Kim Soo Hyun Amid Controversy

K-Beauty brand DINTO terminates contract with Kim Soo Hyun amidst public controversy related to late actress Kim Sae Ron.

By minal 15 Mar 2025 in Kim Soo Hyun Kim Sae Ron

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Amidst the ongoing controversy surrounding actor Kim Soo Hyun, K-beauty brand DINTO has made a decisive move by announcing the termination of their contract with the star. Initially supportive, DINTO faced significant public backlash for their stance and eventually decided to halt his activities while investigating the situation.

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In a statement released on March 15, 2025, DINTO clarified their decision:

“Hello, this is DINTO. DINTO has decided to terminate its advertising model contract with Kim Soo Hyun. Regarding the recent controversy, as a partner in both business relations and contractual agreements, we believed it was appropriate to uphold the principle of good faith. Therefore, until Kim Soo Hyun and his agency had the opportunity to express their position, it was not feasible for us to issue an official statement or proceed with the immediate termination of the contract. For reference, DINTO’s contract with Kim Soo Hyun was signed for one year and was set to remain valid until August 2025.

After reviewing the statement issued by his agency yesterday, we have determined that there are substantial grounds rendering the fulfillment of the advertising contract unfeasible. Accordingly, we are officially proceeding with the termination process through our legal representatives.

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This decision was made to uphold the values that DINTO stands for and to honor the trust placed in us by our consumers. Going forward, we remain committed to making responsible and prudent decisions that align with our brand philosophy and consumer expectations, while also focusing on meaningful projects that create lasting value. Thank you.”