The Seoul Central District Court held its first hearing on Nov. 21 in a damages lawsuit filed by cosmetics brand “A” against South Korean actor Kim Soo-Hyun over an alleged breach of contract.
The company significantly increased its initial demands, now seeking 2.86 billion Korean won, about $1.95 million, in total compensation.
The advertising model contract between Kim Soo-Hyun and the “A” brand was originally supposed to expire in August 2025. However, the cosmetics company the agreement was resolved prematurely in March, citing serious concerns that prevented fulfillment of the advertising contract. This resolution followed months of controversy surrounding Kim Soo-Hyun after allegations surfaced in February that he had dated actress Kim Sae-Ron when she was still a minor.
In its legal filings, cosmetics brand “A” alleges that Kim Soo-Hyun failed to maintain a respectful public image as required by the contract and suffered significant financial damages as a result. The company justified the increased damage claim by referring to contractual provisions according to which in the event of a violation, the responsible party must pay double the model’s fee, in addition to other penalties and actual damages suffered.
Kim Soo-Hyun’s legal team strongly disputed these claims during the hearing. Its representatives argued that no contractual clause explicitly obligated the plaintiff to maintain a detail public image and, therefore, no contractual breach occurred. They also disputed the underlying allegations, stating that Kim Soo-Hyun and Kim Sae-Ron only dated after she became an adult, rejecting claims that they had an affair while she was a minor. The defense argued that without proof of a breach of contract, the plaintiff is not liable for the damages sought.
The cosmetics brand’s decision to shut down reflects broader industry fallout, as several companies have moved to end their deals with Kim Soo-Hyun in the wake of the scandal. In addition to the “A” brand, various other advertisers and sponsorship partners have filed separate damage claims totaling about 7.3 billion won, about $5 million, against the actor.
Next hearing in this case it has been set for March 13, 2026, when both parties will continue to present their legal arguments regarding the extent of damages and contractual obligations.
