Mimiminu Kim Min-woo Declares Full Refund of Advertising Fees After Partner Company Goes Bust: Another Test of Character Following the 'Slam' Controversy

Mimiminu (real name Kim Min-woo), a prominent creator in the exam preparation scene, is facing another major storm. Following a legal battle late last year over the ‘Slam’ incident (a case involving defamation claims from a show participant), he now finds his integrity tested after being caught up in the sudden bankruptcy of a startup he had promoted. However, Kim Min-woo has surprised everyone with an exceptionally bold move, capturing the intense interest of netizens.

A Betrayal by the ‘Study-to-Earn’ App? The Part-Time Study Bankruptcy

The incident began on the 24th with the sudden bankruptcy of a learning app called ‘Part-Time Study’. The app operated by having users place a deposit (up to 200,000 won) and promising to return it with additional rewards if they met their study goals. It gained significant popularity among exam candidates as a ‘study-to-earn’ app. However, refunds started being delayed a few days ago, and eventually, the operating company, Studywork Inc., entered bankruptcy proceedings without any prior notice.

The issue is that this app was actively promoted on Mimiminu's channel just a few months ago. Victims began organising on social media, forming group chat rooms to assess the scale of the damage. One such group chat now has over 860 members. Reported losses range from around 100,000 won per person to as high as 900,000 won. One victim expressed their frustration, saying, “For an exam candidate, 200,000 won is a huge sum, and now I’ve become a creditor overnight.”

Mimiminu's Response: “I Will Return the Full Advertising Fee from My Own Pocket”

In this situation, Kim Min-woo released a two-minute apology video on the 25th, the day after the news broke. He stated, “I want to take responsibility for the situation where many people are unable to get their deposits back after the company I promoted on my channel went bankrupt,” and declared, “I will formally return the full amount of the advertising fee I received from the company, plus an additional sum, to those affected.” This goes beyond simply handing back the fee, signalling his willingness to bear extra costs personally.

He explained, “I conducted two promotions with them, from June last year up until last month. I met the company's CEO in person and thoroughly vetted them, but I only found out on the day of the bankruptcy that they had hidden signs of financial trouble, even from their own directors.” He added, “With the CEO now unreachable, I felt the least I could do was take responsibility as quickly as possible for the people who trusted me and my channel.” Shortly after uploading the video, he also removed all related promotional content from his channel to prevent further harm.

Two Crises: The ‘Slam’ Controversy and Reactions to the Current Situation

This latest incident marks the second headache for Mimiminu this year alone. Previously, in October last year, he was sued for defamation and insult by an individual, referred to as ‘A’, who appeared in his content. At the time, ‘A’ left the show amid online allegations of laptop theft. ‘A’ claimed to have suffered emotional distress because Mimiminu read out malicious comments about the allegations during a live stream, treating them as fact. This so-called ‘Slam’ controversy is still under police investigation. Back then, Mimiminu took a cautious stance, stating on his fan cafe that he was “preparing a legal response and would share his position once the outcome was determined.”

That’s why his swift decision to offer a ‘full refund’ in the ‘Part-Time Study’ case is drawing even more attention. Rather than arguing about legal liability, he has effectively chosen to prioritise trust.

• Decisive Action: By posting a video within a day of the incident and promising a full refund plus additional compensation, he effectively shut down accusations of ‘irresponsible promotion’.
• Engaging with Victims: Immediately after releasing the video, he contacted the victims' group to state his intention to deliver the promised amount following proper verification procedures.
• No Evasion of Responsibility: While emphasising that the company hid its financial troubles until the very end, he acknowledged his own moral responsibility when the CEO became unreachable.

For Exam Candidates, ‘Trust’ Is Everything… What Was Kim Min-woo’s Choice?

While some have questioned whether this decision was merely a strategic move for image management, the majority of netizens reacted positively, commenting that “it’s not an easy decision to give back the entire advertising fee when he could also be considered a victim” and “as a YouTuber, it’s impressive to give the fee to the victims.” Comments expressing gratitude for his swift response have been prevalent.

As a creator dealing with the sensitive topics of exams and education, ‘trust’ is the core asset of the Mimiminu personal brand. Kim Min-woo, who gained recognition for his realism after finally entering Korea University on his fifth attempt, has positioned himself as a ‘exam mentor’ for students. Whether this decision will remain a simple damage control measure, or serve as a turning point to solidify his reputation as a trusted figure, will depend on his subsequent actions. All eyes are now on how the compensation process for the victims will actually unfold, and the final legal outcome of the still-ongoing ‘Slam’ case remains to be seen.