Kim Soo Hyun, once known as South Korea¡¯s golden boy of K-dramas, is now battling to protect his reputation and his finances as a wave of high-profile advertisers take legal action against him. With hefty penalty fees in reported lawsuits piling up, the actor's fall from grace has sent shockwaves through the industry. What was once a thriving brand empire built on a ¡°clean-cut¡± image is now cracking following his dating scandal with late actress Kim Sae Ron.
Kim Soo Hyun has been hit with a series of high-stakes compensation lawsuits from the very brands that once proudly signed him. So far, six companies have publicly come forward, demanding more than KRW 7.34 billion (around USD 5,350,000) in damages, with more expected to follow.
The situation escalated dramatically when two of Kim Soo Hyun¡¯s biggest endorsement partners took action to recover their losses. Medical skincare brand Classys filed a lawsuit demanding KRW 3.00 billion (approximately USD2,190,000) after moving to seize his Galleria For¨ºt apartment¡ªthe property the actor had purchased back in 2013 and 2014. Just a day later, South Korean electronics giant Cuckoo filed for a court-ordered freeze of the actor's assets worth KRW 100 million (roughly USD 73,500). Along with its subsidiaries, including its Chinese affiliate and rice cooker division, Cuckoo is demanding KRW 850 million (around USD 625,000) in damages, bringing their joint claim to KRW 2.03 billion (approximately USD 1,470,000).
Other companies weren¡¯t far behind. On April 25, a cosmetics brand filed suit demanding KRW 510 million (about USD 367,000). Trendmaker, which operates the vegan beauty label DINTO, also turned to the courts, filing for the same amount after initially backing the actor but later facing backlash themselves. Health supplement company FromBIO¡ªbest known for its stem cell hair loss treatment line¡ªfiled the largest individual claim of KRW 3.96 billion (about USD 2,890,000) on May 16. The company had only recently signed Kim Soo Hyun in October 2024, riding the success of Queen of Tears, but conveniently dropped him once the scandal took centre stage.
Kim Soo Hyun¡¯s troubles began earlier this year when rumours surfaced about a past relationship with late actress Kim Sae Ron. While the actor initially remained silent, speculation quickly turned toxic after YouTube channel Garo Sero Institute accused him of having an inappropriate relationship with Bloodhounds fame when she was just 15 years old. The allegation remains unproven, and Soo Hyun has since filed a KRW 12 million lawsuit against the channel, but the damage was already done.
Adding fuel to the fire was a press conference held by Soo Hyun¡¯s agency, GOLD MEDALIST, which many felt came off as defensive and evasive. Instead of clearing his name, the appearance only intensified public and media backlash. In a matter of weeks, the actor¡ªonce celebrated for roles in It¡¯s Okay to Not Be Okay and Queen of Tears¡ªbecame embroiled in what now looks like a career-threatening crisis.
Kim Soo Hyun¡¯s future in the industry now hangs in the balance, as Disney+ has reportedly postponed his upcoming drama Knock Off indefinitely. The decision comes amid growing pressure from advertisers and ongoing public backlash surrounding his controversy.
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