Kim Soo Hyun faces 7.3 billion KRW lawsuits as brands cut ties over scandal

Kim Soo Hyun faces 7.3 billion KRW lawsuits as brands cut ties over scandal

Famous actor Kim Soo Hyun is now facing serious legal and financial problems. Several brands that once worked with him are now suing him for a total of 7.34 billion KRW (about 5.36 million USD). These companies say Kim hurt their brand image by breaking the “morality clauses” in his contracts. These rules say that a celebrity must not act in a way that harms the company’s reputation.

The trouble began when news spread about Kim’s past relationship with the late actress Kim Sae Ron. This led to public criticism, and brands started to distance themselves from him. One of the first to act was Cuckoo Electronics, a household appliance company. Along with its Malaysian partner, the company filed a lawsuit worth 2.88 billion KRW. They even took legal steps to seize some of Kim’s property.

Just a few months ago, Kim was enjoying great success with his drama Queen of Tears, and his image was very positive. But after the controversy, brands quickly changed their stance. Cuckoo removed all ads featuring Kim and filed their case.

FromBIO, a health brand known for hair loss treatments, also sued Kim. He became their ambassador in October 2024. But after the controversy in March 2025, FromBIO removed all ads and filed a 3.96 billion KRW lawsuit in May.

DINTO, a vegan cosmetics line run by Trendmaker, also filed a case. They had worked with Kim since August 2023. At first, they supported him, but after receiving complaints from customers, they filed a lawsuit worth 500 million KRW (about 365,000 USD) in April against both Kim and his agency, GOLDMEDALIST.

Now, Kim and his agency are facing lawsuits from three companies, with total claims of 7.34 billion KRW. Experts believe more brands may join in soon. Kim currently has 16 brand deals, so this could become an even bigger problem.

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Social media users are also putting pressure on more companies to take legal action. Many are calling out Disney+ for not acting, as Kim was set to star in their project Knock-Off, which is now on hold.

Things may be getting worse. His legal team confirmed that the skincare company Classys has already seized one of his apartments. This could mean that Kim is already facing financial difficulties. The situation is developing quickly, and more lawsuits may follow.