South Korean actor Kim Soo Hyun has returned to endorsement activities after signing a new campaign with local clothing brand BENCH/, marking his first major brand partnership following a year-long hiatus.
On July 14, BENCH/ founder Ben Chan announced Kim’s return through a series of Instagram posts featuring photos and videos from their meeting and the actor’s campaign shoot.
“Reunited with your Bench family,” Chan wrote alongside a photo of himself with Kim.
In separate posts, Chan shared images of Kim modeling the brand’s latest collection, while a reel offered a behind-the-scenes look at the campaign shoot.
The video’s caption read: “Kim Soo-hyun is back as the face of BENCH/, marking a welcome return to one of his most recognizable brand partnerships. The acclaimed Korean actor recently filmed a new campaign for BENCH/, signaling the start of a new chapter in his public career.”
It added, “Beloved for his memorable performances in ‘Queen of Tears,’ ‘It’s Okay to Not Be Okay,’ and ‘My Love from the Star,’ Kim’s timeless appeal continues to resonate with audiences across Asia. His return to BENCH/ reflects the brand’s enduring confidence in his influence and connection with fans.”
Kim’s agency, Gold Medalist, also confirmed that the actor recently completed a promotional photoshoot and commercial shoot for the local clothing brand.
Kim is also scheduled to hold a fan meeting on Oct. 2 at the Mall of Asia Arena.
The campaign marks Kim’s first official endorsement activity since he stepped back from the spotlight following allegations regarding his past relationship with late actress Kim Sae Ron.
The controversy emerged in March last year after allegations surfaced claiming the two had been in a six-year romantic relationship that allegedly began when Kim Sae Ron was 15 years old. Kim and his agency, Gold Medalist, have denied the allegations.
