Son 'darling' of ad industry

Son Heung-min was chosen as the new face of CJ Cheiljedang, the company said Wednesday. / Courtesy of CJ Cheiljedang

By Kwak Yeon-soo

Food companies are chasing after Korean football player Son Heung-min to feature him in their TV commercials and ads, according to industry officials, Wednesday.

Son's feats with Tottenham Hotspur and the national team have turned him into a global megastar.

Although Tottenham lost to Liverpool in the Champions League final Sunday, Son had played a pivotal role in getting his team to the final, as well as netting 20 goals this season.

CJ Cheiljedang announced Wednesday that it had signed Son as the new face of its Bibigo soup.

Although the company did not disclose the contract terms, it said it sought to get Son because his great talent evokes insurmountable energy.

"Son's tireless energy was the reason we chose him as the new face for Bibigo soup. We are preparing a lot of marketing activities with him to promote Samgyetang, or ginseng chicken soup, during the summer," a CJ Cheiljedang official said.

Son Heung-min in a Power-Aid TV commercial

Global beverage company Coca-Cola Korea was also able to sign Son as a brand model for Power-Aid.

"Son has great passion when playing for his team and country. We thought his integrity that brings out the best in him went well with the Power-Aid brand image," a company official said.

Coca-Cola Korea said it will sponsor a "Power-Aid Open Training Day" event Saturday, before the national team's match with Australia, while rolling out marketing activities involving Son.

"We have always been a brand focused on passion, and are thrilled to see Son demonstrating such energy," the official said.

Son is expected to be paid around 600 million won ($509,100) per ad in the Korean market, according to industry officials.

"Son's pay rate is considered one of the highest in Korea. Considering that Son's weekly wage is about 200 million won, it's not a small amount," a person familiar with the matter said. "If he continues winning, I think he will receive more calls."

In March, Binggrae saw sales of its Super Con ice creams double thanks to Son's TV commercial appearance.

As well as Bibigo, Coca-Cola Korea and Binggrae, Son's clientele roster includes companies such as luxury watch maker TAG Heuer, Adidas and TS Shampoo.

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