A legal battle involving top actor Kim Soo Hyun and a cosmetics company began in earnest this week, with both sides clashing over contract terms and the timeline of the actor’s past relationship with the late actress Kim Sae Ron.
The Seoul Central District Court held the first hearing on November 21st for a 2.8 billion won ($2.1 million) damages lawsuit filed by a brand against Kim Soo Hyun and his agency.
The dispute dates back to March, when the brand announced that it was terminating its endorsement deal with Kim, which was originally valid until August 2025. The brand cited a loss of trust following the controversy surrounding Kim’s past relationship with the late Kim Sae Ron.
“We believed it was right to uphold the principles of good faith,” the brand stated at the time. “However, we determined it constituted a significant reason, making it difficult to fulfill the contract after confirming the agency’s position. This decision was made to protect the brand’s value and consumer trust.”
In court, the brand argued that Kim Soo Hyun violated the contract’s morality clause.
The plaintiff’s side stated, “Kim Sae Ron had announced on social media that she was dating Kim Soo Hyun. At the time, Kim Soo-hyun did not acknowledge the relationship. However, he changed his stance when the relationship came to light after her passing. He claimed that it’s true that they dated, but the relationship began after she became an adult.”
The brand argued that the allegation of dating a minor, regardless of the later clarification, damaged the brand’s image and constituted a breach of contract. Kim Soo Hyun’s legal team firmly refuted these claims, calling the rumor of dating a minor “baseless.”
“The actual relationship began after Kim Sae Ron became a university student,” his lawyers stated.
They also attacked the brand’s logic regarding the contract timeline. “The initial statement of his dating rumors with her was made before the contract period with the brand began,” the defense argued. “It is difficult to understand how a statement made when no contract existed constitutes a breach of dignity maintenance.”
Kim’s team also accused the brand of hypocrisy, alleging that the company continued to use the actor’s likeness long after they claimed to have terminated the deal.
“The plaintiff claims the contract ended on March 17th. However, Kim Soo Hyun’s photos were still displayed on the brand’s official Korean and Japanese websites until June,” his lawyers noted. “It appears advertisements are still being executed even now in online and offline stores in Japan.”
The brand denied this, stating, “We have deleted all images and materials related to Kim Soo Hyun from our websites since the termination date.” Regarding the Japanese stores, they added, “We requested the withdrawal of materials through our local agencies. Those materials are not currently in use, while fans recently raised this issue.”
>> Kim Soo Hyun’s $7.6 Million Damage Lawsuit Begins in Court Today
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