Lee Kang-in (22), currently with PSG, finds himself amidst internal turmoil within the national soccer team. He could potentially confront a substantial lawsuit for damages from advertisers, with the penalty reaching billions of Won.

As per the advertising industry on the 19th, Arachi Chicken took down Lee Kang-in’s advertising photos and videos from its website. This action is interpreted as a response to the boycott movement triggered by the recent controversy surrounding Lee Kang-in’s physical altercation with national team captain Son Heung Min.

Arachi Chicken appointed Lee Kang-in as their advertising model in January of last year, prominently showcasing him in various promotions. He was featured in TV commercials and across social media platforms. In December of the same year, they even launched limited edition packaging boxes adorned with Lee Kang-in’s photo for the Christmas season.

Industry insiders reveal that Arachi Chicken allocated approximately 500 million Won for Lee Kang-in’s advertising fees.

KT is on alert over the controversy surrounding Lee Kang-in. On the 16th, they instructed all nationwide dealerships and sales stores to “take down all Lee Kang-in posters and leave work.” KT stated that: 

“the removal of Lee Kang-in’s posters was due to the end of a purchase benefit promotion,” but regarding the termination of advertising and sponsorship contracts with Lee Kang-in, they mentioned, “We are reviewing it from various angles.”

Nexon, which enlisted Lee Kang-in as the advertising face for FC Online, faces user complaints.

Since the 18th of last month, FC Online has incorporated a character resembling Lee Kang-in in events like “The Life of a Chaebol Club Owner’s Shootdol” and “Match Play2.”

Given the extensive promotional activities, terminating the events or substituting the model seems challenging in the near future.

Lee Kang-in’s advertising fees from KT and Nexon reportedly exceed 1 billion Won. While the precise penalty amount remains undisclosed due to contractual privacy, standard clauses often stipulate penalties ranging from 2 to 3 times the advertising fee in the event of legal violations or social controversies.

Following this norm, Lee Kang-in’s estimated penalty ranges between 5 billion and 7.5 billion Won (approximately 3.7 million to 5.6 million USD).

Lee Kang-in faces criticism following a dispute with the national team captain, Son Heung-min, ahead of the Asian Cup semifinal on the 6th. As per the Korea Football Association, some players, including Lee Kang-in, departed early after dinner to engage in table tennis, displeasing Son Heung-min.

This disagreement escalated into a verbal and physical altercation, resulting in injuries for Son Heung-min, including dislocated middle and ring fingers on his right hand.

In the aftermath of the controversy, Lee Kang-in issued an apology via his social media platforms. He expressed regret, stating,

“Reports surfaced regarding an altercation with Son Heung-min before the Asian Cup semifinals. I deeply regret disappointing soccer fans who have consistently supported our national team. I sincerely apologize.”

However, Lee Kang-in refuted certain media reports alleging that he punched Son Heung-min, asserting that such claims were untrue.