Kim Seon-ho returns with Coupang Play show after tax evasion controversy

Actor Kim Seon-ho poses during a press conference for Coupang Play’s new variety show “Bonjour Bakery” at Community House Masil in Jung District, Seoul, Wednesday. Yonhap

Actor Kim Seon-ho detailed his approach to filming Coupang Play’s new feel-good unscripted series “Bonjour Bakery” during his first public appearance since tax evasion allegations surfaced earlier this year, saying he focused on serving the show’s older guests.

Kim attended a press conference for the show at Community House Masil in Jung District, Seoul, with Kim Hee-ae, Cha Seung-won, Lee Ki-taek, producer Park Geun-hyung and writer Kim Ran-joo.

“Bonjour Bakery,” which premieres Friday, is a comforting reality show set in a quiet rural village where a dessert cafe serves older guests. The program brings together seniors seasoned by life and bakery staff who "know the taste of happiness" to share comfort and warmth.

The show centers on an exclusive "Yes Senior Zone" cafe where entry is limited to people 65 and older and their companions.

Cha Seung-won and Lee Ki-taek work in the kitchen. Cha takes on French baking for the first time, while Lee brings light comic energy to the kitchen as the show presents a range of delicate desserts.

Kim Hee-ae leads the front-of-house team as the cafe’s general manager, bringing quiet authority. Kim Seon-ho works as a barista, treating the older guests with familial warmth.

Participants pose during a press conference for Coupang Play’s new show “Bonjour Bakery” at Community House Masil in Jung District, Seoul, Wednesday. From left is writer Kim Ran-joo, actors Lee Ki-taek, Cha Seung-won, Kim Hee-ae and Kim Seon-ho and producer Park Geun-hyung. Yonhap

The production brings together Park, who has worked on shows including “You Quiz on the Block” and “Korean Hostel in Spain,” and Kim Ran-joo as writer. Reflecting on the dynamic, Lee described the experience of working with such an experienced cast.

“There was tension, fun and happiness in spending each day with my veteran co-stars,” Lee said.

The show also features guest stars including Dino of Seventeen and actors Ong Seong-wu and Lee Ju-bin, who pitch in when the main cast needs extra hands.

Kim Seon-ho, who said he had to briefly leave the cafe because of his theater schedule, thanked the guest stars for helping in his absence.

“I wish I could have taken part the whole time, but thankfully, guests came and helped us. They were much better than I was. They always worked with smiling faces and made coffee well, too,” he said.

He added, “Dino came one more time, and I remember being touched because he did so well.”

Actor Kim Seon-ho speaks during a press conference for Coupang Play’s new variety show “Bonjour Bakery” at Community House Masil in Jung District, Seoul, Wednesday. Yonhap

Kim also answered a question about how he approached the show, as the event marked his first public appearance since allegations arose over his use of a corporation for tax purposes.

Kim established the corporation in January 2024 and received payments through it, prompting allegations over whether the arrangement was intended to reduced his tax burden. His management agency, Fantagio, said the company is being shut down and that Kim regrets setting it up without sufficient understanding of the legalities.

Asked about his feelings, Kim tied his answer to the show’s focus on older guests.

“Because this is a show where we give and receive comfort, I wanted to work even harder,” Kim said. “I kept reminding myself that the older guests were the real stars, not us, and I gave my best every moment. I was happy. I really did my best.”

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.