Kim Soo Hyun’s Lucrative Endorsements at Stake
Kim Soo Hyun is the face of over 15 brands, including Shinhan Bank, Homeplus, Prada, Jo Malone, Cuckoo, Eider, Frombio, Shabu All Day, Bench, Mido, and You Beauty. His endorsement fees range from 700 million to 1 billion KRW per deal.
Typically, advertisers can claim penalty fees if a spokesperson’s scandal damages their brand’s reputation. In Kim Soo Hyun’s case, estimates suggest he could face penalties of up to 20 billion KRW (approximately $15 million). However, legal experts believe this may be difficult to enforce.
Legal Gray Area in Advertising Contracts
Attorney Noh Jong-eon from Law Firm Jone explained:
“Advertising contracts generally include clauses about acts that harm a model’s social reputation. However, during the alleged dating period, South Korean law defined statutory rape as sexual relations with someone under 13. This threshold was raised to 16 only in 2020 after the infamous Nth Room case.”
He continued:
“There is no evidence that Kim Soo Hyun and Kim Sae Ron had a sexual relationship. Even if they did, it would have been legal at the time. Unless advertisers can prove severe reputational damage, courts may not recognize a contract violation.”
“Although the situation has sparked public outrage, legally, it might not be considered a breach of his contracts. The key issue is whether his actions objectively harmed his social reputation under contractual terms.”
Kim Soo Hyun’s Response & Garo Sero Institute’s Allegations
On March 10, YouTube channel Garo Sero Institute (GSI) alleged that Kim Soo Hyun and Kim Sae Ron had been dating since she was 15. They later released private photos of the two together and a letter from Kim Soo Hyun to Kim Sae Ron during his military service.
Kim Soo Hyun’s agency, Gold Medalist, initially dismissed the claims as false and threatened legal action. However, as the controversy escalated, they issued a new statement on March 13, announcing:
“Gold Medalist will clarify the facts and counter the baseless rumors with concrete evidence next week”
Sources: Kbizoom