Jeju Samdasoo's choice of Lim Young Woong as its new endorsement model reflects the brand's strategic decision to reach a broader demographic, particularly targeting consumers in their 50s and 60s.

Transitioning from IU, who has been the face of the brand since 2020, to Lim Young Woong suggests a shift in the marketing approach to appeal to a diverse audience.

The brand's previous endorsement models, including Jo Jung Suk, Lee Seung Gi, and Kim Hye Soo, have also been prominent figures in the entertainment industry.

These strategic partnerships aim to leverage the popularity and influence of these celebrities to enhance the brand's visibility and connect with consumers.

Lim Young Woong, known for his singing talents, broadens the spectrum of celebrities associated with Jeju Samdasoo, and his endorsement is likely to contribute to the brand's continued success and recognition in the market.

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At the 2024 Asia Artist Awards (AAA), actors Byeon Woo Seok and Kim Hye Yoon were awarded the Popularity Award, capturing the hearts of fans everywhere.

On December 27th, the prestigious event took place at the IMPACT Challenger Hall in Bangkok, Thailand.

The AAA is a major awards ceremony celebrating the brightest stars from K-Pop, K-Drama, and K-Movie across Asia, with hosts including actor Ryu Junyeol, IVE’s Jang Wonyoung, and ZEROBASEONE’s Seong Hanbin.

This year’s Popularity Award winners were Byeon Woo Seok and Kim Hye Yoon, who were recognized for their roles in the hit tvN drama Lovely Runner (선재 업고 튀어).

The two actors attended the ceremony together for the first time since the drama’s end, and fans were excited to see them share the stage.

Byeon Woo Seok expressed his gratitude, saying, "I’m so thankful to all my fans for helping me receive this award. I’ll never take your love for granted, and I promise to keep working hard as an actor."

Kim Hye Yoon followed with, "Thank you so much for the love you gave to Lovely Runner. I’m especially grateful to our role models and the Happy Ending fans. I will continue to grow and repay you with even better acting."

Although Lovely Runner’s highest rating was 5.8% (Nielsen Korea, nationwide), the drama created a huge buzz and captured attention.

Both actors gained massive popularity from their roles, with Byeon Woo Seok landing nearly 20 advertising deals and Kim Hye Yoon becoming the face of several brands.

Looking ahead, Kim Hye Yoon will star in SBS’s From Today, I’m Human (오늘부터 인간입니다만) alongside Romon, while Byeon Woo Seok has been cast in MBC’s upcoming drama The 21st Century Great Queen (tentative title), where he will star alongside IU.

The future looks bright for both of these rising stars, and fans are already eagerly awaiting their next projects!

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