How did the dating allegations against Kim Soo-hyun affect his brand endorsements?

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Kim Soo-hyun's Brand Endorsements Impacted by Dating Allegations

The dating allegations involving South Korean actor Kim Soo-hyun significantly affected his brand endorsements, leading to several brands terminating contracts and some initiating legal action to seek damages. Despite his agency's consistent denials of the claims, the controversy prompted a reassessment of his endorsement partnerships and resulted in ongoing legal disputes over advertising contracts.
Brands Terminated Contracts Amidst Controversy

Following the emergence of allegations that Kim Soo-hyun dated fellow actor Kim Sae-ron when she was a minor, a number of brands chose to sever ties with the actor. While the actor's agency, Gold Medalist, has maintained that any relationship only occurred after Kim Sae-ron reached adulthood, the public perception and the subsequent controversy led to these contract terminations. This resulted in Kim stepping away from public activities for a period of 16 months.
Legal Battles Over Advertising Contracts Ensue

The fallout from the controversy has extended to legal battles concerning existing advertising contracts. Several brands have sought damages from Kim Soo-hyun and his agency, citing the negative impact on their brand image and marketing efforts. These legal challenges highlight the financial repercussions faced by the actor and his management due to the allegations.
Eider Seeks Damages and Revises Claim

Outdoor apparel brand Eider was among those pursuing legal recourse. Initially, Eider sought approximately 2.5 billion won (around US$1.67 million or RM7.1 million) in damages, alleging harm to its brand image stemming from the controversy. However, the claim was later revised downwards to approximately 400 million won (around US$267,000 or RM1.14 million). This revised claim reportedly centres on the recovery of outstanding modelling fees paid under the endorsement agreement, rather than direct damages related to the dating allegations themselves.

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How did the dating allegations against Kim Soo-hyun affect his brand endorsements?

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