Kim Soo-hyun’s agency wins lawsuit against Mido over advertising fees

The Seoul Eastern District Court has ruled in favor of Gold Medalist, the agency representing actor Kim Soo-hyun, in a lawsuit filed by the Swiss watch brand Mido. The court dismissed Mido’s claim for the return of approximately 570 million won (roughly $413,000 USD) in advertising contract fees.

Mido had maintained a partnership with Kim since 2020, renewing the contract annually. Following controversies regarding Kim’s personal life, the brand terminated the agreement and sought a pro-rata refund of the 900 million won fee paid in November 2024, arguing that the controversy damaged the model’s commercial value. Gold Medalist successfully argued that the allegations were made by third parties and did not constitute grounds for contract termination based on the actor's own conduct.

This ruling is considered a significant first victory for Kim, who faces multiple other lawsuits from various brands, including EIDER, FromBIO, and CUCKOO. The total amount in pending claims against the actor is estimated to exceed 10 billion won. While legal battles continue, Kim has begun resuming public activities, including recent appearances in Indonesia and the Philippines.