Kim Soo-hyun is reportedly being sued for 3 billion KRW in damages by advertisers due to his link with the Kim Sae-ron controversy

According to Soompi, actor Kim Soo-hyun is allegedly being sued by two advertising companies for reimbursement of fees paid to him to advertise their products. In light of the controversy trailing Soo-hyun, it would seem that the brands he’s been advertising for are reconsidering their alliances.

According to Soompi’s April 29, 2025, report, the two companies whose names haven’t been disclosed have sued the Queen of Tears actor and his agency, Goldmedalist, for a combined total of 3 billion won (approximately $2.1 million) as compensation and damages for their failed contracts.

A third company is reportedly considering a similar lawsuit for model fee reimbursement and breach of contract penalty after terminating its contract with Kim Soo-hyun for breach of trust. Goldmedalist released a statement that it had not confirmed the institution of proceedings against itself and its client.

Park Sung Woo of Wooree Law Firm spoke with YTN Star, a popular Korean news outlet, about the case. Sung Woo, who is representing the two suing companies, claimed that Soo-hyun was contracted by 15 brands for advertisements, and each contract was estimated at 1 to 1.2 billion Won:

"Kim Soo Hyun signed advertising model contracts with 15 different brands, and based on domestic contracts, he is said to have been paid around 1 billion to 1.2 billion won [approximately $698,000 to $837,000] in model fees per contract.”

He added:

"However, once it is revealed that one company has filed a lawsuit, it is likely that more advertisers will join in suing.”

What is the Kim Soo-hyun—Kim Sae-ron controversy?

For the unversed, trouble started brewing for popular actor Kim Soo-hyun on March 10, 2025, after a controversial YouTube channel alleged that late actress Kim Sae-ron had dated Kim Soo-hyun when she was underage. The channel released alleged videos and photos to back up their claims.

The late actress’ family also backed up the claims by publishing an alleged chat history between the late actress and Soo-hyun. The actor’s agency, Goldmedalist, released multiple statements denying the allegations but later clarified that the duo dated only between 2019 and 2020, when Kim Sae-ron was an adult.

The back and forth between the actor and the late actress’ family has resulted in intense public debate and scrutiny. Several brands associated with Kim Soo-hyun, including international luxury company Prada, Dinto, and popular South Korean cosmetics brands, have terminated contracts with the actor.

In a press conference on March 31, 2025, an emotional Kim Soo-hyun denied dating Sae-ron as a minor and apologised to his fans and staff for the emotional distress they had endured.

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