Korean Star Kim Soo-hyun Hit with $5.3M in Advertiser Lawsuits
Hallyu superstar Kim Soo-hyun is fighting a ₩7.3 billion ($5.3 million) legal battle as advertisers abandon ship following explosive allegations about his relationship with late actress Kim Sae-ron.
The "Queen of Tears" actor's endorsement empire is crumbling after 16 brands either terminated contracts or filed lawsuits, claiming his damaged reputation violates advertising agreements. The financial fallout stems from unproven allegations that Kim dated Kim Sae-ron when she was underage-claims he has repeatedly denied.
The controversy erupted in March when YouTube channel Garosero Research Institute alleged Kim had a six-year relationship with Kim Sae-ron beginning when she was 15. Speaking at a press conference Monday, a tearful Kim Soo Hyun, 37, said accusations made by a YouTube channel in March that he had entered into a relationship with his fellow performer when she was still a minor were untrue.
Kim's agency Gold Medalist admits the actors dated, but insists it was only from 2019-2020 when Kim Sae-ron was an adult. The timing matters legally-and financially.
South Korean home appliance brand CUCKOO, widely recognized for its reputation in rice cookers, has initiated a legal dispute with popular actor Kim Soo Hyun, seeking nearly 2.8 billion KRW (about $2.02 million) after a decade-long partnership.
The lawsuits are stacking up:
- CUCKOO Group: ₩2.88 billion across multiple subsidiaries
- From Bio health supplements: ₩3.96 billion
- Trendmaker cosmetics: ₩501 million
- Various others: Additional millions pending
A total of 16 brands had previously employed Kim Soo-hyun as their ambassador, and several of them have either initiated or are considering legal action for breach of contract and reputational harm.
Courts have already approved seizures of Kim's assets, including his luxury Seoul apartment worth ₩3 billion. CUCKOO Electronics intensified its legal efforts by filing a separate 850 million KRW (approximately $629,000) damages lawsuit against Kim Soo Hyun, while also freezing ₩100 million in his bank accounts.
The property seizures represent a dramatic fall for one of Korea's highest-paid actors, who commanded up to ₩1.2 billion per endorsement deal.
Kim's attorney, Bang Sung-hoon of LKB & Partners, stated that the actor is the target of a "malicious defamation campaign" orchestrated by the controversial YouTube channel Garo Sero Institute. The legal team has filed ₩12 billion in counter-suits against Kim Sae-ron's family and the YouTube channel.
"What Garo Sero is claiming is false, and it's becoming increasingly clear that Kim Soo-hyun is the actual victim here," attorney Bang stated, calling the advertiser lawsuits "secondary victimization."
Kim Sae-ron was found dead in February at age 24, nearly three years after a drunk driving incident derailed her career. Her death was ruled a suicide. The timing of the allegations following her death has raised questions about the ethics of the accusations.
International brands have also fled. Luxury house Prada terminated its partnership, while Disney+ reportedly shelved Kim's upcoming series "Knock Off."
Kim's team has called for a forensic review by the NFS to verify the authenticity of audio and chat logs circulated by Garo Sero Institute. His lawyers believe proving the evidence is fabricated will resolve the advertiser lawsuits.
The case highlights how quickly unverified social media allegations can destroy careers in Korea's image-conscious entertainment industry, where moral clauses in contracts give brands broad power to terminate partnerships.
For now, one of Asia's biggest stars finds himself fighting not just for his reputation, but his financial survival.
