Kim Soo-Hyun's Legal Battle Takes a New Turn as Eider Adjusts Claims

In a significant turn of events, actor Kim Soo-Hyun's legal battle has seen the outdoor apparel brand Eider adjust its compensation claims. Initially seeking 2.5 billion KRW due to reputational damage from allegations surrounding Kim's personal life, Eider has now reduced its claim to 400 million KRW. This shift reflects a change in strategy as the court questions the viability of the amended claims. The case follows the arrest of YouTuber Kim Se-Ui, who played a key role in publicizing the allegations. As Kim Soo-Hyun prepares for his comeback, he continues to face multiple lawsuits from other advertisers.

By Narendra Chaudhary Jul 10, 2026, 14:55 IST

Significant Shift in Legal Proceedings

Actor Kim Soo-Hyun has gained traction in a lawsuit stemming from last year's controversy regarding his alleged relationship with the late actress Kim Sae-Ron. The court has rejected the advertiser's assertions, reversing the previously estimated damages of 2.5 billion won. This development occurred during the second hearing of a lawsuit initiated by the outdoor apparel brand Eider at the Seoul Central District Court. In 2025, Eider had signed Kim Soo-Hyun as their advertising face but later sought compensation due to public backlash following allegations about his personal life. This comes as the South Korean star prepares for his return after nearly a year away from the spotlight. Eider initially sought damages of approximately 2.5 billion KRW from Kim Soo-Hyun and his agency, Gold Medalist, claiming that the controversy surrounding the actor had tarnished its corporate image and affected the value of its advertising campaign. However, during the latest court session, Eider made a surprising change in its legal stance.

Advertiser Withdraws Reputation Damage Claims

Advertiser drops reputation damage suit

Rather than continuing with its original compensation request, Eider informed the court that it would no longer pursue damages related to its reputation. The company has now reduced its claim to around 400 million KRW, seeking to recover only a portion of the modeling fees already paid under the endorsement agreement. This ruling marks a significant reduction from the initial lawsuit and indicates a shift in the company's legal approach.

Court Questions Revised Legal Strategy

Court queries amended legal strategy

The judges expressed skepticism regarding the revised claim. During the hearing, they suggested that Eider might have altered its legal argument after realizing that its initial claim for reputation damages could face considerable legal challenges. The judges also questioned whether the new request for modeling fee recovery would hold up legally. In an unexpected suggestion, the court advised the company to consider withdrawing the lawsuit entirely, allowing both parties to honor their original contract and cover their own legal expenses.

Recent Developments Following YouTuber's Arrest

First major move since YouTuber's arrest

This latest update follows the arrest of YouTuber Kim Se-Ui, whose broadcasts played a significant role in spreading allegations involving Kim Soo-Hyun and Kim Sae-Ron. Legal experts note that Eider is the first advertiser to significantly retract its compensation claim since these events unfolded. While the lawsuit remains active, the court's remarks could influence how similar endorsement disputes are managed in the future. Meanwhile, Kim Soo-Hyun is still facing multiple lawsuits from other advertisers, with combined claims reportedly totaling around 10 billion KRW.