On July 14, Kim Soo Hyun filmed a new advertising campaign for Philippine fashion brand BENCH, marking his first official entertainment schedule since suspending activities in March 2025 following controversy surrounding his personal life.
Although the commercial and accompanying photo shoot were filmed in South Korea, they are expected to be released exclusively in the Philippines. BENCH founder and CEO Ben Chan also shared photos from the set on social media, showing the actor smiling brightly while holding a bouquet and posing for the camera. The images quickly attracted attention from fans eager to see Kim Soo Hyun’s first public appearance in over a year.
Despite his return to commercial work, Kim Soo Hyun’s comeback is far from complete. The actor’s biggest unresolved issue remains Disney+’s original series Knock-Off, one of the platform’s most expensive Korean productions, reportedly made with a budget estimated at around ₩60 billion (approximately $43 million USD).
Although filming wrapped before the controversy erupted, Disney+ indefinitely postponed the drama’s release after allegations surrounding Kim Soo Hyun surfaced. To date, neither Disney+ nor the production team has announced a new premiere schedule, leaving the fate of the highly anticipated series uncertain.
Kim Soo Hyun is also still dealing with legal disputes involving former endorsement contracts. Following last year's controversy, several brands either suspended campaigns or pursued compensation claims against the actor.
There has, however, been some positive movement in one of the largest cases. Outdoor brand Eider, which initially sought approximately ₩2.5 billion in damages, reportedly reduced its claim to ₩400 million. Rather than pursuing compensation for reputational damage, the company is now seeking reimbursement of the remaining model fees under the contract. The court has reportedly encouraged both sides to reach a settlement, though no final agreement has been announced. Other advertising-related disputes are also believed to remain unresolved.
Kim Soo Hyun’s career came to a standstill after allegations emerged in March 2025 regarding the timeline of his relationship with the late actress Kim Sae Ron. The actor acknowledged that the two had dated but firmly denied claims that the relationship began while she was underage, maintaining that they became involved only after she reached adulthood. Kim Soo Hyun subsequently filed lawsuits against individuals and parties who publicly raised the allegations, including YouTube channel operator Kim Se Ui of Garosero Research Institute.
As the legal proceedings continued, questions were raised over the authenticity and possible manipulation of some of the materials presented during the controversy. Kim Se Ui was later indicted on multiple charges, including criminal defamation, stalking law violations, and intimidation.
Kim Soo Hyun’s agency expressed gratitude to fans who continued supporting him throughout his lengthy hiatus, saying their encouragement helped him endure the difficult period. While the BENCH campaign represents an important first step toward rebuilding his career, the actor’s professional recovery remains incomplete.
More than a year away from the spotlight has already resulted in delayed projects, suspended domestic activities, endorsement disputes, and lasting reputational damage.
For now, Kim Soo Hyun has returned to work but whether he can fully revive Knock-Off, resolve his legal battles, and restore his position in the Korean entertainment industry remains one of the biggest questions surrounding his comeback.
Sources: 네이트 뉴스
You must be logged in to post a comment.