Jeff, you make me SO VERY glad that I and not you services my car.
Thats it? So in other words, you cant explain how the magical oil filter compensates for the different viscosities, different temps?!?!?!?! I see!

Actually you'd be glad if I serviced your car I'd change the oil as often and sell you what ever filter you wanted, your money....becoming mine.
Just because I like seeing oil threads extended (especially oil filter threads!!!), I've had zero problems (doing hundreds of oil changes) using Purolator, Fram, Motorcraft, Mann/BMW/Mahle, KIA/Hyundai,and TOYOTA oil filters. I tend to pick up whichever decent-brand is cheaper via Amazon or Walmart nowadays. Using strictly and ONLY one of those would be analogous to using only one brand of oil because it's "the best" (and ANY other brand will cause catastrophic failure = AAAAAHHHHHHH!!!).
ALL the known brands are good. What I won't do is buy some no-name brand that is unrecognizable and selling for $1 or $2. For all the FRAM haters, if it'll work on Ferraris, it'll be OK for your KIA. Bottom line...if it's your car, use whatever the hell you want for your reason.
Toyota-branded filters are the only ones I will NOT use anymore only because I've not been impressed by their o-rings.
What surprised me was changing the filter on a 2017 ford cmax - the original filter is a generic gray one that simply has a sticker with only "FoMoCo" on it. That's it! I suspect all the vehicle brands that filter fits simply changes the sticker for the different car brands.
Greg
Yup, pretty much all those filters are good.
What people dont realize is there are just a handful of manufacturers relatively speaking, of oil filters for thousands of applications. same with the manufacturer that makes filters for Kia. Its' all the same media and anti-drain back valves for ALL of them (other then sized to fit different apps), most, if not all make filters for several brands, only difference are paint colors and stickers. Nothing really special about the Kia filters from the other ones that manufacturer makes.
Your forgetting Fram filters have been dissected thousands of times, most of their lines are inferior.
BTW, Ferrari is a bad example, the 'delicate little flowers' are constantly needing maintenance, it seems like they need tune ups every thousand miles. Watch plenty of car shows and auctions, never seen a high mileage one yet.
Q: Why would you ever risk common sense and the welfare of your Soul engine by using a filter that was never designed for your car?
A: Why...not because the filter was "designed" for the souls as I'd wager it was probably around in other applications while the soul was still wet ink on the drawing board.
More so because Kia is Judge, Jury and Executioner when it comes to warranty claims and if an oil related claim did arise, an o.e.m filter is 1 less juror to worry about.
I used purolator filters for years with no adverse issues.
This is more feel good factor then fact itself (I.M.O.) but an ounce of prevention IS worth a pound of cure given the price of filters and the drama that could potentially ensue.
With many of us buying filters online, it's just a matter of time before dealers claim "counterfeit filter" and once again find a reason to deny warranty coverage...
Common sense tells us there really is NO magical filter.
Common sense tells us, as you touched upon, the filter spec'd for our cars predated the car. Also as I mentioned before, the filter manufacturer makes filters for multitudes of applications. It wasn't designed by Kias engine engineers.
Some of us dont fear a big boogieman at dealerships denying claims.
Fact of the matter is the chances of any of us here having an oil related issue is slim to none as we regularly maintain our cars. I wouldn't be surprised to here of someone, with constant regular maintenance, going well over 200,000 with Fram filters and walmart brand oil.