Kim Soo Hyun Faces Lawsuits and Asset Seizures Amid Brand Fallout

Actor Kim Soo Hyun, long considered one of Korea’s top stars, is now caught in a legal storm that’s affecting both his finances and reputation. Following controversy linked to his alleged past relationship with the late actress Kim Sae Ron, former brand partners have stepped forward with lawsuits and asset seizure requests.

One of the major brands involved is Cuckoo Electronics, known for its popular rice cookers and part of the Cuckoo Holdings Group. Kim had been the brand’s face for over a decade. But after the public turned critical of his connection to the controversy, the company chose to act.

On April 24, 2025, Cuckoo Electronics filed for a court-ordered asset seizure of ₩100 million KRW (around $73,500 USD). This request specifically targeted Kim’s bank accounts and financial loans. The Seoul Eastern District Court approved the seizure on May 20.

That wasn’t all. Just a few days earlier, on May 2, the company also filed a separate lawsuit for ₩850 million KRW (around $625,000 USD) in damages. Cuckoo wasn’t acting alone this time—affiliates like Cuckoo Homesys joined in, and together they submitted a combined claim of over ₩2.00 billion KRW (approximately $1.47 million USD). The lawsuit named both Kim and his agency, Gold Medalist, as defendants.

The legal trouble didn’t stop with Cuckoo. Earlier in May, it was reported that Classys, a medical aesthetics brand, had placed a ₩3.00 billion KRW (roughly $2.21 million USD) seizure on Kim Soo Hyun’s residence in Seongdong-gu, Seoul. This added further weight to the growing financial pressure he’s now under.

With multiple brand deals turning sour and legal battles piling up, Kim’s career has entered a rocky phase. While he hasn’t issued a formal statement addressing the lawsuits, the situation shows how quickly public image issues can affect celebrity endorsements in South Korea.

At the heart of the backlash is the renewed interest in Kim’s alleged past relationship with the late Kim Sae Ron. Although there hasn’t been any legal charge against him related to that matter, brand partners appear to be distancing themselves, citing image concerns and contract violations.