Brands utilize popular celebrities as their brand image in order to gain the customers’ affection.

The protagonists of a popular Korean TV show are the image of several international brands in China.

“My Love From the Star” is a successful TV Show from Korea which relates the story of an alien who lands on Earth and falls in love with his neighbor, a beautiful and human actress. This drama has become very famous not only en Korea, but also in other countries. For example, in China has been seen for more than 2.7 billion people through iQiyi, a Chinese online platform.


In addition, due the popularity of this TV Show, ABC an American TV channel, has decided to adapt the Korean drama to the U.S.A. market.

Everything korean is seen as trendy

The protagonists of “My Love From the Star” have become the most desired and famous stars around Asia, that’s why, some international brands such as Coca-Cola, KFC, Samsonite luggage, Samsung, Dove chocolate and Haagen-Dazs have tapped into the success of these actors in order to promote their brands between the Chinese audience.

Kim Soo Hyun, the actor who gives live to the alien, has been since August the advertising campaigns protagonist for 35 different brands. As reported by the People’s Daily, the recognized actor has received more than $16 million for being the image of those 35 well-known brands.


Over the last years, Korean stars have been chosen by brands as their company’s face in the Chinese market. This choice is based in the admiration that Chinese consumers feel for their Korean neighbors due its fashion style and beauty and also because of the closeness that provides their Asian features, as reported by Laurence Lim Dally, founder of Hong Kong-based market research and consulting firm Cherry Blossoms.

The protagonists of “My Love From the Star” have been chosen to be the face of many brands in China.


Haagen-Dazs designed an advert in order to promote its mooncakes for the Chinese mid-autumn festival. The campaign is based in romantic and supernatural arguments around Mr. Kim.


Samsung has also launched two campaigns inspired in the Korean TV Show. The actor Jun Ji Hyun and Kim Soo Hyun have been chosen in order to support the Samsung Galaxy S5 and Galaxy Gear Fit. The commercial shows the smartphone’s superpowers as for example being waterproof.



Samsonite is another brand which has utilized the popular actor as its ambassador in order to promote the Samsonite RED’ backpacks and handbags for the 2014 Fall/Winter season.



In September, Jeon Ji-hyun, the actress who performs the role of the human girl has starred a KFC campaign targeting Chinese consumers. KFC, a fast food restaurant chain that specializes in fried chicken, has tapped the fact that in the TV Show the actress loves the fried chicken, especially in the snow days. The brand has created a successful commercial around this story.


Also Hyundai wants to take advantage the popularity of the Korean star. That’s why Kim Soo Hyun is the new image ambassador for the Hyundai ix25.


The target audience is formed by young consumers between 25 to 32 years old and Hyundai has chosen Mr. Kim as its image in China because he is recognized and accepted by the youth.

As we see, companies utilize the most influential celebrities of the moment in order to promote their brands. Through popular people brands are able to get the consumers’ acceptance and improve the brand awareness. Customers have the desire to look like those successful people and they will consume everything that their idols advertise.

However, by promoting too many brands, Kim Soo Hyun may loose its appeal as a star and become a “brand” joke like Jacky Chan in China. Indeed, when you lend your name to too many brand you loose this touch of inaccessibility a celebrity needs to truly make people dream. Your image as a star becomes increasingly mundane. The less you “spill your name” the greater the impact, which would allow you, as a celebrity to negociate bigger, better deals and preserve your image. The best example to date would be Chow Yun Fat who has been part of only one marketing campaign for Hugo Boss, thus creating a huge buzz around it. Kim Soo Hyun should be careful.

Still, there is one thing true : in China, it is through digital marketing that you will reach consumers. Are you interested in the Chinese market? Then contact us, and we will see what we can do together!

 Further readings