Kim Soo Hyun’s agency wins first ruling in MIDO contract dispute as other advertiser cases continue

Kim Soo Hyun’s agency, Gold Medalist, has won a first-instance ruling in a lawsuit filed by Swiss watch brand MIDO over the return of advertising contract payments.

According to a report on August 27, the Seoul Eastern District Court dismissed MIDO’s claim seeking approximately 570 million KRW from Gold Medalist.

MIDO reportedly signed Kim Soo Hyun as an advertising model in 2020 and renewed the agreement annually. In November 2024, the company reportedly paid 900 million KRW to extend the contract for another year.

After controversy surrounding the actor emerged, MIDO ended the agreement and filed a lawsuit seeking the return of the portion of the payment covering the remaining contract period.

MIDO argued that Kim Soo Hyun’s commercial value had been damaged and that it therefore had grounds to terminate the agreement and recover part of the payment.

Gold Medalist disputed that position, arguing that the controversy stemmed from allegedly manipulated or false claims made by third parties rather than conduct attributable to Kim Soo Hyun himself.

The court reportedly sided with Gold Medalist, concluding that the circumstances cited by MIDO did not establish valid grounds for terminating the contract and dismissing the company’s claim.

The ruling concerns only the MIDO dispute. Kim Soo Hyun and Gold Medalist are also reportedly involved in separate legal cases with several other advertisers over damages and contract payments, meaning those disputes will be decided independently.

The broader controversy began with allegations concerning Kim Soo Hyun and the late actress Kim Sae Ron. Kim Soo Hyun and his agency have denied key allegations made against him.

According to the article, investigators later determined that certain audio and messaging materials presented in connection with the allegations had been manipulated, while separate allegations against Kim Soo Hyun under the Child Welfare Act resulted in a decision not to forward the case for prosecution.

The controversy also affected his entertainment activities, including the postponement of the Disney+ series Knock-Off.

While the MIDO decision marks a favorable first ruling for Gold Medalist, it does not automatically determine the outcome of the other ongoing advertising contract disputes.