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Kim Soo Hyun is facing a significant legal and financial crisis as a long-time endorsement partner, Cuckoo Electronics, has filed a damage suit of 2.03 billion KRW (approximately 1.4 million USD) against him. According to a June 13 report by NewDaily, the lawsuit stems from what the company considers a breach of their decade-long advertising contract. The conflict arises from the backlash surrounding Kim Soo Hyun’s alleged past relationship with the late actress Kim Sae Ron, which has impacted his public image and, by extension, the brands he represents.
The matter intensified when Cuckoo Electronics took further steps by filing an additional lawsuit on May 2, demanding 850 million KRW in damages. In parallel, the company also requested asset seizure from the Seoul Eastern District Court, targeting Kim Soo Hyun’s financial assets worth 100 million KRW (roughly 73,500 USD). The court approved the request on May 20, further escalating the legal entanglement. The actor now finds himself involved in two separate civil cases: one being reviewed by the 22nd Civil Division of the Seoul Central District Court, and the other by the 7th Civil Division of the Seoul Eastern District Court.
The controversy that sparked this legal storm involves allegations that Kim Soo Hyun dated Kim Sae Ron from 2015, when she was reportedly just 15 years old. Although Kim Soo Hyun has denied these claims multiple times, the public remains divided, and the resulting reputational damage has proven costly. In response, brands like Cuckoo Electronics have claimed that the scandal tarnished their image, giving them grounds to terminate contracts and seek compensation, despite years of collaboration.
Kim Soo Hyun’s professional standing has been severely tested, with former allies in the endorsement world now turning to the courts. The fallout from the controversy continues to unfold, and it remains to be seen how the legal proceedings will affect his career moving forward.