“Kim Seongjun coded”- Fans react as Kim Soo-hyun graces Esquire Korea February issue as the new face of Prada

Italian luxury fashion house Prada officially welcomed Kim Soo-hyun as its new brand ambassador on December 19, 2024. Fans cheered him on as Prada released pictures of Kim Soo-hyun for the Esquire Korea February 2025 issue.

Prada has been increasingly adding South Korean celebrities to its ambassador lineup. Alongside the Queen of Tears actor, the brand also counts aespa’s Karina and actor Byeon Woo-seok among its representatives. In a press release, Prada announced

"We are delighted to introduce Kim Soo-hyun as our latest brand ambassador. As one of Korea’s most celebrated actors with an impressive career spanning both dramas and films, Kim Soo-hyun continues to captivate audiences with his remarkable versatility.”

Before the release of Knock-off, Prada released pictures of the actor in multiple outfits.

The shoot, which was done for Esquire, gathered the attention of the fans who are eagerly waiting for his next K-drama. One user said on X:

"Kim Seongjun coded" said one fan referring to his character in Knock Off.

"Prada Boy So Effortlessly Handsome" said another.

"Damn….oppa.,why are you so hot!!?" commented another.

Fans continued to shower their support, with one user calling him "perfection."

"soohyun looks so good omg!!" responded another fan.

"KimSooHyun serving Prada perfection on the February 2025 cover of ESQUIRE Magazine!" reacted another.

"looking nice he is" said another.

---

Kim Soo-hyun's upcoming project: Knock Off

Disney+ has unveiled teaser clips for Knock Off as part of its 2025 South Korean content lineup, giving fans a glimpse of Kim Soo-hyun and Jo Bo-ah's captivating transformations between lovers and adversaries. Following the success of Queen of Tears, Soo-hyun is set to return in Knock Off, embracing a starkly different role.

Directed by Park Hyun-suk, known for Uncontrollably Fond, this Disney+ crime drama tells the story of Kim Sung-joon (played by Kim Soo-hyun), an ordinary office worker who rises to become vice president of a global counterfeit empire after losing his job during South Korea's 1997 Asian financial crisis, often called the IMF crisis.

The production team announced on May 29 that Knock Off will premiere in 2025, split into two parts. The 18-episode series will release its first nine episodes in the first season, with the remaining nine following in the second. Specific air dates are yet to be announced. Jo Bo-ah, last seen in Destined With You alongside Rowoon, is set to showcase a more serious and determined persona in Knock Off.

She portrays Song Hye-jung, Kim Sung-joon’s ex-girlfriend and a special judicial police officer focused on combating counterfeit goods. Her mission adds layers of tension and complexity to her relationship with Kim Sung-joon.

Still from Queen of tears(Image via @tvn_drama/Instagram)

Moreover, Queen of Tears has been honored as the top tvN program of 2024, as chosen by viewers. In celebration of this achievement, tvN announced on January 7 that fans will be treated to a special episode of the hit K-drama. However, the network has yet to confirm if cast members, including Soo-hyun, Kim Ji-won, and Kwak Dong-yeon, will reprise their roles for the episode.