IBTimes UK

The stunning popularity of Korean drama Descendants of the Sun has landed many small businesses in a thick soup.

Reportedly, the production house of the hit Hallyu series is planning a lawsuit against small vendors and business houses who are involved in unauthorized use of images of the show and its cast in order to promote their products.

The NEW production house said it is in the process of collecting evidences and will soon file a lawsuit against violators, Yonhap news agency reported.

"Hundreds of businesses have tried to advertise products using scenes taken from our show without permission. Even if their products have nothing to do with our show, they have used our images in their advertising," the official told the news agency.

Adding on, the staff from the New production house also asserted that the "businesses "of all shapes and sizes" in both South Korea and China have tried to take advantage of the show's success.

Supposedly, the announcement comes in light of a legal tussle between DOTS lead actress Song Hye Kyo and the show's official sponsor JEstina, which occurred last week. It has been reported that Hye Kyo pressed charges against the jewelry brand for using her images for the promotions without her permission.

Meanwhile, commenting on the breach by the jewelry brand, New stated: "We never allowed J.ESTINA to use Song's personality rights without her permission."

"We will take all possible legal measures against J.ESTINA, one of our official product placement (PPL) sponsors, for its unwarranted use of scenes from 'Descendants of the Sun," the production house said.

IBTimes UK