Find Friend(s)
KPOP Lounge


Song Hye Kyo wrapped up in legal battle with jewelry brand 'J.Estina'

By beansss   Thursday, April 28, 2016   63,674   5,150   12



  1. Google+
Actress Song Hye Kyo has become wrapped up in a legal battle with jewelry brand 'J.Estina', with whom she was active as a model until this past January. 

SEE ALSO: [OP-ED] Tiger JK's Experience with Racism and Racism in the Entertainment industry

Recently, Song Hye Kyo's label UAA filed a lawsuit against the jewelry brand, claiming, "The brand has used Song Hye Kyo's images and video clips for advertisements. They made no requests of permission to validate Song Hye Kyo's rights. When issues regarding validation of rights came up, the brand requested to re-sign Song Hye Kyo as a brand model, but she has no interests in re-signing. We are not filing this lawsuit simply to receive monetary compensation, and if we do receive it, we will donate the amount." 

To this, the jewelry brand has responded with, "We formerly drew up a contract with the production team of 'Descendants of the Sun', including usage to images and video clips of the drama for advertisement purposes. We did not create any advertisement footage ourselves with Song Hye Kyo, so we do not see it as violating her rights." Song Hye Kyo was also seen wearing 'J.Estina' brand-wear as a part of product placement for 'Descendants of the Sun' throughout the drama. 

But 'Descendants of the Sun' has spoken up against the jewelry brand, stating, "In the case that the brand decides to use images and video clips of the actress outside of the drama, they should request permission from the actress." 

Stay tuned for more updates on this ongoing controversy!

  1. Song Hye Kyo
  2. j.estina
  3. descendants of the sun

RimmieMeli Thursday, April 28, 2016

Of course they need her permission to use her image

michinpabo Thursday, April 28, 2016

People and greed. You'd think getting permission to use DOTS would be enough.

destroyer333 michinpabo Thursday, April 28, 2016

Don't know full details but I'm guessing they only have rights to that character that SHK plays which is the doctor KMY. If you look at video at 2:40 one of the image is not from the drama.

NoahL Thursday, April 28, 2016

Even they drew contract with KBS. They didn't sign any contract with her agency or herself. It'll likely deem invalid even they have signed with 3rd party without the person knowledge or permission.

NoahL Thursday, April 28, 2016

I wonder what cracks they're smoking... PPL and endorsement marketing is different.

GabbyManalili Thursday, April 28, 2016

They're taking advantage of Song Hye Kyo's popularity. I've  got this feeling that they're  Too desperate.

Kjustice Thursday, April 28, 2016

I hope she wins and get that monetary compensations so that people in need will be helped.

runnyeggyolk Thursday, April 28, 2016

i dont get why UAA is looking for trouble? isn't it normal for advertisers to do that (esp when it's stipulated in the contract with DOTS) and it's not like shk has incurred any real/ perceived losses. technically shk is not even a party to the contract and has little grounds in civil law to uphold her claim.

Kjustice runnyeggyolk Thursday, April 28, 2016

Of Course it's her loss. They use SHK picture outside of the drama (her previous picture when she is their model that supposed ended last January)

Kjustice Thursday, April 28, 2016

*she was their model

day_dreamer054 Thursday, April 28, 2016

They're clearly trying to jump on the popularity train of Song Hye Kyo after Descendants of the Sun. I hear people will buy anything worn by popular stars and hot items can sell out in mere minutes, so JEstina must be trying to piggy back off her popularity even though she's not officially a brand model for them anymore. Kind of shady of them and they should get permission for using any pics with her face since she's not on contract with them.

paoXi Thursday, April 28, 2016

I don't know but i'm having this feeling that they're trying to poke the popularity Song Hye Kyo's making these days.

The End



  1. Follow us on Instagram
  2. Subscribe on Youtube
  3. Follow us on Google+