Kim Soo-hyun Faces Major Fallout as Brands Sever Ties Over Controversy: What's Next?

Actor Kim Soo-hyun is reportedly facing lawsuits worth tens of billions of Korean won from advertisers, according to a YTN Star report on April 28.

According to the outlet, two companies, referred to as Company A and Company B, who had signed advertising contracts with Kim Soo-hyun, filed lawsuits at the end of this month against the actor and his agency, Gold Medalist. They are demanding the return of modeling fees and compensation for damages, with the combined claim amount reaching approximately 3 billion KRW.

Other advertisers are also reportedly considering joining the legal action. Company C is said to have terminated its advertising contract with Kim Soo-hyun, citing a breach of trust, and is currently reviewing a lawsuit to reclaim modeling fees or seek penalties.

In an interview with YTN Star, Park Sung-woo, an entertainment lawyer at WooRi Law Firm, stated that Kim Soo-hyun had signed contracts with 15 brands, with his domestic modeling fee per brand ranging from 1 to 1.2 billion KRW.

Park explained that advertisers usually prefer to keep lawsuits against models out of the public eye, but once one lawsuit is filed, it often encourages others to follow. As a result, the total claim amount could exceed 10 billion KRW, based on Kim's known endorsement fees.

The controversy surrounding Kim Soo-hyun stems from personal allegations linked to the late actress Kim Sae-ron. Rumors surfaced that Kim had been in a relationship with Kim Sae-ron during her minor years and allegedly pressured her to repay debts. Public criticism quickly intensified, damaging Kim Soo-hyun’s image and credibility. This erosion of public trust reportedly influenced advertisers’ decisions to terminate contracts and pursue legal action.

On March 31, Kim Soo-hyun held an emergency press conference, firmly denying the allegations, stating, "The claims are not true." He also announced plans to take strong legal action against defamation and the spreading of false information. However, as the controversy failed to die down, the release of his upcoming Disney+ series ''Knock Off'' has been put on indefinite hold.

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