Actor Kim Soo-hyun is facing a growing wave of advertiser losses, with legal damages reportedly surpassing 6 billion KRW (approximately 4.3 million USD), drawing significant public attention.

On May 2, Kim Soo-hyun’s agency Gold Medalist responded to reports of an advertiser lawsuit, stating, “It has not been confirmed whether a lawsuit has been officially filed.” This came after one media outlet reported that a brand which had previously used Kim as an advertising model filed a lawsuit on April 25 at the Seoul Central District Court, claiming around 2.8 billion KRW in damages. Including another advertiser’s claim, the total lawsuit amount currently exceeds 6 billion KRW.

Kim Soo-hyun has long been regarded as a top Hallyu (Korean Wave) star, rising to fame through SBS’s My Love from the Star and maintaining popularity across Asia with a string of hit dramas and films. His commercial value also skyrocketed—reportedly receiving between 1 billion and 1.2 billion KRW per domestic advertisement.

He has represented global and domestic brands, earning substantial endorsement fees. However, the fallout from a scandal involving actress Kim Sae-ron earlier this year has led to reputational damage and a mass exodus of advertisers. Brands including Homeplus, Eider, Prada, and Kuku have reportedly dropped him, removing his images from stores and promotional materials.

Additionally, the Disney+ original series Knock-Off, in which Kim was set to star, has reportedly halted production and is said to be considering damages against the actor. Industry insiders speculate that if more brands file lawsuits beyond the current known amount, the total legal exposure could exceed 20 billion KRW.

With the potential for further fallout from halted drama productions and brand partnerships, attention is now focused on Kim Soo-hyun’s next steps and whether his agency can mitigate the rapidly intensifying situation.