Kim Soo Hyun’s legal storm: Brand deals collapse; multimillion-dollar asset seizures follow

Korean actor

Kim Soo Hyun

is currently embroiled in a series of

legal disputes

and financial challenges after becoming the target of lawsuits and

asset seizures

initiated by former brand partners. The controversy stems from public backlash linked to his alleged association with the late actress Kim Sae Ron, which has significantly affected his brand image.Cuckoo Electronics

, a subsidiary of the Cuckoo Holdings Group known for its home appliances, has been one of the most prominent companies to take action. The actor had served as the face of their advertisements for over a decade. However, according to a report by Koreaboo, the brand’s association with Kim deteriorated following the widespread negative attention. On April 24, 2025, the company filed a court petition to seize assets worth KRW 100 million (approximately USD 73,500), which included Kim’s bank accounts and financial holdings. The Seoul Eastern District Court approved this request on May 20.Companies demand compensation for damaged public imageJust days after the asset seizure request, on May 2, Cuckoo Electronics filed an additional lawsuit demanding KRW 850 million (around USD 625,000) in damages. The legal action also involved Cuckoo Homesys and other affiliated entities. Together, they filed a consolidated suit against both Kim Soo Hyun and his agency, Gold Medalist, seeking a combined compensation of over KRW 2.00 billion (approximately USD 1.47 million).

Adding to Kim’s mounting legal troubles, it was revealed that Classys, a company specializing in medical aesthetics devices, initiated a separate action earlier in the month. On May 8, the company placed a seizure on Kim’s residence in Seongdong-gu, Seoul, valued at KRW 3.00 billion (about USD 2.21 million), intensifying the financial strain.As the actor continues to face legal scrutiny and growing pressure from former endorsement partners, his once-stronghold in advertising and

brand endorsements

has taken a significant hit.