Lee Kang-in (22, PSG), at the center of internal strife within the national soccer team, may face a hefty lawsuit for damages from advertisers, with the penalty amounting to billions of Won.

According to the advertising industry on the 19th, Arachi Chicken removed Lee Kang-in's advertising photos and videos from its website. This move is analyzed as a result of the boycott movement that started with the recent controversy over Lee Kang-in's physical altercation controversy with national team captain Son Heung Min.

Arachi Chicken selected Lee Kang-in as their advertising model in January last year and has been prominently featuring him in promotions. He was used in TV commercials and on social media (SNS). In December last year, they even introduced limited edition packaging boxes featuring Lee Kang-in's photo for Christmas.

It is known in the industry that Arachi Chicken spent about 500 million Won on 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 selected Lee Kang-in as the advertising model for FC Online, is suffering from complaints from some users. Since the 18th of last month, FC Online has been using a character modeled after Lee Kang-in in events such as "The Life of a Chaebol Club Owner's Shootdol" and "Match Play2." With several promotions involved, it appears difficult to end the events or replace the model in the short term.

The advertising fees paid to Lee Kang-in by KT and Nexon are known to be over 1 billion Won. Although the specific amount of the penalty cannot be disclosed due to private contracts, it is common for advertising contracts to include a clause stating, "In case of violation of laws or causing social controversy, a penalty of 2 to 3 times the advertising fee will be paid." Following this convention, the penalty Lee Kang-in must pay is estimated to be between 5 billion and 7.5 billion Won (3.7 million to 5.6 million USD).

Lee Kang-in is being criticized for a dispute with the national team captain, Son Heung-min, before the Asian Cup semifinal on the 6th. According to the Korea Football Association, some players, including Lee Kang-in, left early after dinner to play table tennis, which Son Heung-min found displeasing, leading to a verbal and physical altercation. During this, Son Heung-min sustained injuries, dislocating the middle and ring fingers of his right hand.

Following the controversy, Lee Kang-in apologized through his SNS. He stated, "Reports were made that I had an argument with Son Heung-min brother before the Asian Cup semifinals. I have greatly disappointed soccer fans who have always supported our national team. I am truly sorry."

However, he refuted some media reports claiming he punched Son Heung-min, stating they were not true.