The actor is once again serving as a brand ambassador for Bench, one of the Philippines’ largest clothing and lifestyle chains, according to the company’s founder, Ben Chan, who shared behind-the-scenes images from the campaign shoot on Instagram on July 14.
Chan posted photos of himself with Kim and wrote, “Reunited with your @benchtm family,” signalling the actor’s return to one of his long-standing commercial partnerships.
In one of the images, Kim is seen smiling in front of a large red balloon display accompanied by smaller balloons featuring his initials. Chan also shared several pictures of the actor modelling different Bench outfits, captioning the post, “Always in our ❤️.”
Kim later shared the campaign images on his own Instagram Stories, further confirming his renewed association with the brand.
Miguel Pastor, creative director of Suyen Corporation, the parent company of Bench, also released a short video featuring Kim and described the campaign as an important step in the actor’s return to public activities.
“Kim Soo-hyun is back as the face of Bench, marking a welcome return to one of his most recognizable brand partnerships,” Pastor wrote. “The acclaimed Korean actor recently filmed a new campaign for Bench, signaling the start of a new chapter in his public career.”
The campaign follows an earlier announcement from Kim’s agency, Gold Medalist, which revealed on June 5 that the actor would participate in a commercial and photo shoot for the retail brand.
Kim had largely withdrawn from public appearances in March 2025 following allegations that he was involved in a relationship with the late actress Kim Sae-ron when she was underage.
The actor denied the accusations, maintaining that their relationship began after Kim Sae-ron had reached legal adulthood.
In May, police concluded that allegations raised by Kim Se-ui, the head of online media outlet HoverLab, were false. Following the findings, Kim Soo-hyun filed a defamation lawsuit against Kim Se-ui.
Despite his return to advertising activities, the actor continues to face legal issues connected to the controversy. Outdoor brand Eider has filed a damages lawsuit against him, claiming that the scandal affected the company’s reputation and brand value after its association with the actor.
On July 8, the court handling the case recommended that Eider and Kim’s agency attempt to reach a settlement.
Kim Soo-hyun, widely recognised for his roles in popular Korean dramas and films, remains one of South Korea’s most commercially successful actors. His return with the Bench campaign signals a gradual resumption of public activities following months of controversy and legal disputes.