With the correction for the add
to be replaced by mov
as noted in your comment (Note that the line: add al, [bx] is actually mov al, [bx]) there's just the function call at the label EndLoop that's wrong!
You want to display the sum, and are using the DOS print function. This function 09h expects a pointer in DS:DX that you are not providing!
Even if you did, you would still have to convert the sum number in its text representation.
A quick solution here would be to content yourself and just display the result in the form of a single ASCII character. The hardcoded sum is 52 and so it is a displayable character:
EndLoop:
mov dl, [sum]
mov ah, 02h ;Single character output
int 21h
; --------------------------
exit:
mov ax, 4c00h
int 21h
One step further and we can display "52":
mov al,[sum]
mov ah,0
mov dl,10
div dl ---> AL=5 AH=2
add ax,3030h ---> AL="5" AH="2"
mov dh,ah ;preserve AH
mov dl,al
mov ah,02h
int 21h
mov dl,dh ;restore
int 21h
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