Kim Soo-hyun's advertisers sued him — and one claim grew from 500M to 2.86B won

In March 2025, allegations about Kim Soo-hyun's private life triggered a mass withdrawal of advertisers, documented in the archive's Prada entry. Months later the bills arrived: three advertisers sued the actor and his agency Gold Medalist over terminated endorsement contracts, and the first hearing was held on 21 November 2025 at Seoul Central District Court.

The cosmetics brand's claim grew at that hearing from the 500M-won class to 2.86B won — double his model fee under the contract's breach clause. The brand argued the allegations violated the contract's duty to maintain dignity; the actor's side answered that no specific act had been shown to breach it.

The other claims followed the same shape: Cuckoo Electronics sued for about 2B won, and Eider claimed 2.5B won. Industry estimates put the total wave in the 10B-won class — the largest legal aftermath of the 2025 endorser exodus.

By 2026 the courts were cutting the bills down: at an 8 July 2026 hearing Eider's claim was reduced to 400M won, with the court saying it would be hard to accept a withdrawal and indicating Eider would bear litigation costs. The next hearing was set for 26 August 2026.