It's a protective film. I don't know if this is the same brand than Kia offers as an option for protective film on the front of the car.
It's certainly removable, like other film, but should not. Shipping that corner on a side walk, or a rock coming from your wheel, would guaranty that are to rust in no time. Fixing corners like these are a pain, never look like nothing happened, and will stay weaker that the rest of the panel. I would suggest a film patch after doing the job.
I had this at several locations on my previous Toyota. So it was acting as both a chip and rust protection. I wish Kia was a bit more generous.
2018 FE, MA