Kim Soo-hyun Faces ₩7.34 Billion in Lawsuits as Court Issues Media Gag Order

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By The General Justice Lawyer, June 19

Seoul, South Korea — South Korean actor Kim Soo-hyun now faces a legal and reputational firestorm, with sixteen companies seeking a combined ₩7.34 billion in damages for alleged breaches of endorsement contracts. On June 17, legal filings revealed that top brands, including Classys and Cuckoo Electronics, have sued the actor, claiming his involvement in the Kim Sae-ron scandal violated morality clauses and damaged their brand image.

The lawsuits follow a wave of terminated advertising deals that began in March, shortly after the public became aware of Kim’s past relationship with the late actress Kim Sae-ron. While Kim’s agency maintains that their relationship began when Sae-ron was of legal age, accusations of grooming and public backlash have severely impacted his career. Disney+ indefinitely postponed his drama “Knock-Off,” and brands began pulling campaigns within days.

Among the claimants, Classys is demanding ₩3 billion, while Cuckoo and its affiliates seek over ₩2 billion. FromBIO, a health supplement company, filed a separate ₩3.96 billion suit in mid-May, and Trendmaker (DINTO) is reportedly seeking ₩510 million. Some companies have already seized Kim’s assets, including a luxury apartment in Seoul’s Galleria Forest and funds from his bank accounts.

One day after these lawsuits made headlines, a Seoul court issued a rare injunction on June 18, prohibiting a media outlet from using Kim Soo-hyun’s name, image, or any direct references in its reporting. The court cited concerns of ongoing reputational harm and stated that further coverage could compromise the fairness of legal proceedings. Such media gag orders are unusual in South Korean celebrity cases, underscoring the court’s view of the scandal’s potential legal sensitivity.

Kim Soo-hyun’s legal team has launched counterclaims for defamation and malicious rumor-mongering. They continue to assert that the actor has complied with all contractual obligations and that any claims to the contrary are politically or financially motivated.

As the lawsuits progress and the court considers whether the media blackout should be extended, the full fallout of Kim’s entanglement in the Kim Sae-ron case is yet to be determined. What began as a personal controversy has quickly escalated into one of the largest endorsement collapses in recent Korean entertainment history.