The latest news comes from Kim Soo Hyun, who has been affected by cancel culture. After a year-long hiatus from the Korean entertainment industry, the actor is preparing to resume his activities as a global ambassador for the Filipino clothing brand, Bench.
As is known, Kim Soo Hyun was embroiled in a scandal stemming from his past relationship with the late Kim Sae Ron. Kim Sae Ron's family reported that the Queen of Tears star dated her when she was underage.
The rumors rocked the internet after Kim Sae Ron was found dead, coinciding with Kim Soo Hyun's birthday on Sunday (February 16, 2025). With the help of YouTuber Kim Se Ui, Kim Sae Ron's family revealed photos, videos, and conversations proving the two were dating.
Kim Soo Hyun immediately drew criticism for dating a minor, labeling him a pedophile. Although he initially denied their relationship, Kim Soo Hyun finally admitted to dating the late Kim Sae Ron, but only after the actress had grown up.
One by one, the brands that had signed Kim Soo Hyun as a model and brand ambassador began to terminate their contracts. These included Shinhan Bank, Prada, Tous Les Jours, Homeplus, Shabu All Day, Dinto, Jo Malone, and YOU.
The Disney+ drama, Knock Off, starring him alongside Jo Bo Ah, was also canceled last year. A year later, the Seoul Gangnam Police Station concluded that Kim Soo Hyun and Kim Sae Ron were never romantically involved.
According to an exclusive report from JoongAng Ilbo on Thursday (May 21, 2026), police also issued an arrest warrant for YouTuber Kim Se Ui. The photos, videos, and conversations she shared with the public between Kim Soo Hyun and Kim Sae Ron were concluded to be artificial intelligence (AI).
Kim Soo Hyun's lawyer also revealed his comeback plans during an appearance on YTN Radio on Monday (June 1, 2026). He stated that instead of focusing on numbers, the most important thing is how "netizens should warmly welcome and support him so he can return to his former position."
Finally, on Monday (June 8, 2026), News1 exclusively reported that Kim Soo Hyun would resume his activities. He is scheduled to film a commercial for the fashion brand Bench next month, on Tuesday (July 14, 2026).
This photoshoot marks Kim Soo Hyun's first official activity, as he once again earns the trust of his brand partners. He has been appointed as the global ambassador for the clothing brand Bench since 2021.
In response, a representative from Kim Soo Hyun's agency confirmed News1's report. This news has drawn mixed reactions among netizens. While many miss Kim Soo Hyun, many feel his image has been tarnished by reports of dating underage Kim Sae Ron.
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