Actor Kim Soo Hyun is now at the center of multiple legal disputes with advertisers. The lawsuits, filed after a damaging scandal involving the late actress Kim Sae Ron, amount to over 7.3 billion KRW (approximately $5.2 million).
The controversy, sparked by allegations that Kim had dated Kim Sae Ron when she was a minor, has led to a sharp decline in public sentiment. Although Kim has denied the accusations, ongoing public and legal battles have caused considerable harm to his public image. As a result, he has suspended all entertainment activities.
Advertisers Pursue Compensation
Kim Soo Hyun was previously contracted as a model for 16 brands. Following the scandal, several companies either halted advertising campaigns or initiated legal action. At the core of these disputes lies the “morality clause” often included in endorsement agreements. This clause prohibits the celebrity from engaging in conduct that could bring disrepute to the brand. Many companies are now claiming damages under this clause, citing financial and reputational losses caused by Kim’s alleged misconduct. However, legal experts suggest there could be disputes about whether behavior predating the contracts can be considered a breach.
Cuckoo Holdings Files $2 Million Lawsuit
On June 13, it was reported that Cuckoo Holdings, a well-known kitchen appliance brand, had filed a damages lawsuit against Kim Soo Hyun and his agency Gold Medalist. The legal action involves subsidiaries such as Cuckoo Electronics, Cuckoo Homesys, and its Malaysian affiliate, Cuckoo International Berhad, as well as the medical aesthetics company CLASSYS. The claims from Cuckoo Holdings and its affiliates amount to approximately 2.83 billion KRW (around $2.02 million).
From Bio Files Largest Claim of $2.83 Million
Health supplement company From Bio filed a lawsuit in May against Kim Soo Hyun and Gold Medalist, seeking 3.96 billion KRW (about $2.83 million) in damages. The company had signed Kim in October 2024 after the massive success of the drama 'Queen of Tears,' believing his image aligned with their brand as they expanded into international markets. After the scandal broke in March 2025, From Bio suspended all advertising campaigns featuring Kim and filed suit on May 16. The case is being handled by Suwon District Court, Civil Division 14.
Trendmaker (Dinto) Files $358,000 Lawsuit
Trendmaker, which operates the vegan cosmetics brand Dinto, signed Kim in August 2024 to elevate the brand’s luxury image. The company reported rapid growth in both Korea and Japan, and even pursued a major investment round of up to 20 billion KRW (approximately $14.3 million) in early 2025. The scandal, however, disrupted its trajectory. On March 12, Trendmaker publicly announced the termination of its contract with Kim. On April 25, it filed a lawsuit seeking 501 million KRW (roughly $358,000) in damages. This case was assigned to the Seoul Central District Court, Civil Division 22.
Total Claims Surpass $5.2 Million
So far, Kim Soo Hyun and his agency Gold Medalist are facing the following lawsuits:
Cuckoo Electronics: 850 million KRW (approx. $607,000)
Cuckoo Holdings & affiliates: 2.03 billion KRW (approx. $1.45 million)
Trendmaker (Dinto): 501 million KRW (approx. $358,000)
From Bio: 3.96 billion KRW (approx. $2.83 million)
Total: 7.34 billion KRW (approx. $5.2 million)
As legal proceedings continue and other advertisers assess their options, the long-term impact on Kim Soo Hyun’s career remains uncertain.
SEE ALSO: Kim Soo Hyun’s agency speaks out after Kim Se Eui’s detention, “Thank you to our fans”
SEE ALSO: Kim Soo Hyun’s return under review as legal team prioritizes recovery and reputation restoration
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