Actor Kim Soo-hyun has become the center of a growing controversy following allegations that he was in a romantic relationship with late actress Kim Sae-ron when she was underage.

The claim, made by the YouTube channel Hoverlab on Monday, has sent shock waves through the entertainment and retail industries, potentially damaging the actor’s image.

Shortly after the claim was made, Kim’s agency, Gold Medalist, strongly denied the allegations, calling them “completely false” and warning of the “strongest possible legal action.”

Hoverlab claimed the two had been seeing each other for six years, starting when she was 15, citing remarks from her bereaved family.

Kim Sae-ron, star of hit films “The Man from Nowhere” and “The Neighbors,” was found dead at her home last month. She was 24.

The day after the allegations were made, Hoverlab released a photo showing the actor kissing Kim Sae-ron on the cheek, further fueling speculation.

The backlash has been swift. Viewers are calling for MBC’s variety show, “Good Day,” hosted by K-pop icon G-Dragon, to drop him from the music show’s lineup.

The “Queen of Tears” star is also set to make his Disney+ debut with “Knock-Off,” a drama set during the economically tumultuous times in the wake of the 1997 Asian financial crisis.

Kim portrays a man whose ordinary life is upended by the crisis, propelling him to the top of the global counterfeit market.

The release date for the series has yet to be announced.

The scandal has also placed companies that have signed him as a brand ambassador in a difficult position.

Homeplus, a major grocery chain, recently hired him to help revamp its image amid financial struggles.

“There is no change for now, and we will decide after assessing the situation,” the company said.

Bakery chain Tous les Jours, owned by CJ Foodville, faces a looming decision as its contract with Kim is set to expire at the end of this month. The company re-signed him in September last year, nine years after their initial 2012-2015 partnership. (Yonhap)