Kim Soo Hyun's return to the advertising world through his latest campaign for BENCH in the Philippines has created a wave of incredible consumer demand. After its launch, several products in the collection immediately sold out, demonstrating Kim's undiminished appeal despite his 16-month absence from the public eye.
The campaign garnered attention as it was Kim's first commercial endorsement since her return to public life. The denim jacket she wore immediately sold out in all sizes on the official BENCH online store, according to a report from KBIZoom.
Furthermore, various other clothing items also experienced high demand, selling out in various sizes. The positive reaction from fans and consumers further cemented Kim's status as one of Asia's top endorsers.
Ben Chan, founder and chairman of BENCH, welcomed Kim's return on social media with the message, "Reunited with the @benchtm family," which Kim then re-shared on his Instagram Stories. According to Miguel Pastor, creative director of Suyen Corporation, the campaign marks "the beginning of a new chapter" in Kim's public career.
Kim's agency, Gold Medalist, had previously teased the collaboration in June before the official launch. Kim's return to advertising comes as he attempts to rebuild his public profile after a controversy that led him to step back from the spotlight in 2025.
Kim has denied various allegations regarding his relationship with the late actress Kim Sae Ron, which he said only occurred after Kim Sae Ron reached adulthood. Legal developments involving Kim are also progressing.
Reports indicate that Kim Se Ui, the head of the YouTube channel Garosero Research Institute, was recently referred to prosecutors while being detained in connection with allegations involving Kim and the late actress. Furthermore, a dispute between Kim and several advertisers who previously filed compensation claims is reportedly nearing a settlement.
Meanwhile, the Korea Times reported that Kim's return to the commercial world has sparked speculation about his return to the entertainment industry more broadly. Talks regarding the future of the Disney+ original series "Knock-Off," which was postponed before its planned 2025 premiere, have reportedly resumed.
While Kim's legal representative stated that reports about Disney+ reconsidering the series' release are likely accurate, Walt Disney Company Korea confirmed that the drama is officially still postponed.
Industry observers believe the streaming platform is weighing the financial impact of suspending productions worth approximately 60 billion won against Kim's continued global popularity. The rapid sales of the BENCH collection provide one of the strongest indications yet that Kim's influence among consumers remains strong.
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