I respectfully disagree, if you have more than 50 thousand kms (40 thou miles) I would change it. The quality of fuel and local conditions can really stuff internal tank filters up. Some of them look like mud, and really make fuel pumps work hard.
Check the Kia Tech website for details...be aware of the 3 rubber seals that are NOT included with the new fuel filter whan you buy it. Keep your old rubbers seals, and be careful with them so they dont crack or split. The pump is inside the filter, and the seals are required to stop drainback from the injectors, and fuel leakage.