By Lee Hyo-sik
Consumer goods makers are rushing to sign with actor Song Joong-ki to capitalize on his growing popularity as lead character of the KBS TV drama "Descendants of the Sun."
In particular, those looking to expand their presence in China and Southeast Asia, where Song commands an enormous fan base, are eager to hire him as a commercial model, despite his soaring fees.
Given his increasing commercial value at home and abroad, the 31-year-old actor has signed a series of endorsement deals, advertising skincare products, clothes, beer, toothpaste and even canned tuna.
"Song is the hottest celebrity at the moment not only in Korea, but also in China and other Asian countries," said an official at a company whose product appeared in the drama in the form of product placement advertising. "The sales of our product have surged both at home and abroad after Song and other cast members were seen consuming it. We would like to hire Song as our model. But he has become too expensive for us."
But still many companies are willing to take advantage of Song's popularity in China and elsewhere ― even if they have to pay big money, the official said.
"I think even after the 16-episode drama ends, Thursday, public interest in the actor will not die down for the foreseeable future," he said. "It's still worth paying Song a hefty sum for businesses armed with ample cash. He will definitely help them raise their brand recognition and bolster sales."
Over the past month, Song has been the most-searched entertainer on Chinese websites, as "Descendants of the Sun" has caused a sensation among Chinese viewers. The drama series airs simultaneously in Korea and China.
On Tuesday, Forencos, a largely unknown cosmetics brand, became the latest consumer goods company striking an advertisement deal with Song. While refusing to disclose how much it agreed to pay the actor, the company said he will model its skincare, makeup and other beauty products.
Forencos plans to make inroads into China, Hong Kong, the United States and several other countries over the next year, using Song as its product model.
Earlier in the day, Shinsung Tongsang also said that it signed a sponsorship deal with the actor to have him advertise its fashion brand TOPTEN.
A company official said Song is the perfect celebrity who can convey TOPTEN's brand value to consumers, adding that the actor will begin appearing in the firm's commercials this summer.
On March 31, Dongwon F&B hired Song to endorse its canned tuna, while Hite Jinro signed him to promote its Hite brand beer.
The actor has also appeared in TV commercials for Perioe and Bamboo Salt, the two most popular toothpaste products from LG Household & Health Care.
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| Actor Song Joong-ki appears in commercials for cosmetics brand Forencos. |
In particular, those looking to expand their presence in China and Southeast Asia, where Song commands an enormous fan base, are eager to hire him as a commercial model, despite his soaring fees.
Given his increasing commercial value at home and abroad, the 31-year-old actor has signed a series of endorsement deals, advertising skincare products, clothes, beer, toothpaste and even canned tuna.
"Song is the hottest celebrity at the moment not only in Korea, but also in China and other Asian countries," said an official at a company whose product appeared in the drama in the form of product placement advertising. "The sales of our product have surged both at home and abroad after Song and other cast members were seen consuming it. We would like to hire Song as our model. But he has become too expensive for us."
But still many companies are willing to take advantage of Song's popularity in China and elsewhere ― even if they have to pay big money, the official said.
"I think even after the 16-episode drama ends, Thursday, public interest in the actor will not die down for the foreseeable future," he said. "It's still worth paying Song a hefty sum for businesses armed with ample cash. He will definitely help them raise their brand recognition and bolster sales."
Over the past month, Song has been the most-searched entertainer on Chinese websites, as "Descendants of the Sun" has caused a sensation among Chinese viewers. The drama series airs simultaneously in Korea and China.
On Tuesday, Forencos, a largely unknown cosmetics brand, became the latest consumer goods company striking an advertisement deal with Song. While refusing to disclose how much it agreed to pay the actor, the company said he will model its skincare, makeup and other beauty products.
Forencos plans to make inroads into China, Hong Kong, the United States and several other countries over the next year, using Song as its product model.
Earlier in the day, Shinsung Tongsang also said that it signed a sponsorship deal with the actor to have him advertise its fashion brand TOPTEN.
A company official said Song is the perfect celebrity who can convey TOPTEN's brand value to consumers, adding that the actor will begin appearing in the firm's commercials this summer.
On March 31, Dongwon F&B hired Song to endorse its canned tuna, while Hite Jinro signed him to promote its Hite brand beer.
The actor has also appeared in TV commercials for Perioe and Bamboo Salt, the two most popular toothpaste products from LG Household & Health Care.
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