Brands Sue Actor Over “Morality Clause” Violations
Kim Soo Hyun is facing ₩7.34 billion KRW ($5.36 million USD) in lawsuits from major brands after his controversial past relationship with late actress Kim Sae Ron triggered contract breaches.
Why Are Companies Taking Legal Action?
✔ Violation of “morality clauses” – Endorsement contracts require celebrities to avoid scandalous behavior.
✔ Damaged brand reputations – Companies pulled ads and cut ties after the controversy.
✔ High-profile backlash – Netizens pressured brands to hold Kim Soo Hyun accountable.
Breakdown of Lawsuits Against Kim Soo Hyun
Brand Lawsuit Filed Penalty Amount USD Equivalent
FromBIO (Health Supplements) May 16, 2025 ₩3.96 billion KRW $2.89 million
DINTO (Vegan Beauty) April 25, 2025 ₩500 million KRW $365,000
Cuckoo Electronics (Rice Cookers) June 13, 2025 Asset Seizure Requested Pending
Cuckoo Homesys (Malaysia) June 2025 Legal Action Initiated Pending
Total Penalties So Far: ₩7.34 billion KRW ($5.36M USD)
Will More Brands Sue?
Disney+ under pressure to seek compensation for Queen of Tears reputation damage.
Other endorsements may follow with additional lawsuits.
Netizens React
💬 “He should pay for ruining brands’ images.”
💬 “This sets a precedent—celebrities can’t escape consequences.”
What’s Next for Kim Soo Hyun?
🔹 Legal battles could impact his acting career.
🔹 Agency (GOLD MEDALIST) may face financial strain.
🔹 Future endorsements at risk.
