Paradise hires actor Lee Byung-hun as new model

Actor Lee Byung-hun has been chosen as a new model for Paradise Group's integrated resort complex Paradise City and foreigner-only casinos. / Courtesy of Paradise Group

By Jun Ji-hye

Paradise Group said Tuesday that it had chosen actor Lee Byung-hun to promote the company as part of a business strategy to utilize top hallyu, or Korean wave, stars to make its integrated resort complex Paradise City known worldwide and to attract more foreign guests.

The group, which operates hotels and casinos here, opened Paradise City in April 2017, in partnership with global companies such as Sega Sammy of Japan, on a 330,000-square-meter block of land on Yeongjong Island near Incheon International Airport. Paradise City is the first global integrated resort in Northeast Asia.

The resort complex includes a five-star luxury hotel, casino, convention center, theme park, art gallery, spa and club.

Actor Lee, who made his debut in the 1990s, has appeared in dozens of Korean films and dramas as well as several Hollywood productions that raised his international profile.

The group said Lee will promote Paradise City and its foreigner-only casinos in Seoul, Incheon, Busan and Jeju Island.

A new ad for Paradise City featuring Lee is scheduled to be unveiled in April.

“We believe Lee, who has been very popular among fans on the back of his excellent performances, is the optimal figure to introduce the attractions of Paradise City that seeks to embody the new concept of an 'art-tainment' resort with abundant cultural assets,” a Paradise Group official said. “We also expect Lee, who has performed on the world stage, to contribute to raising our brand awareness globally.”