K-drama’s CF Kings: Lee Min-ho, Hyun Bin, Park Seo-joon, Park Bo-gum or Kim Soo-hyun – which South Korean star is the most bankable brand ambassador?

Sep 9 , 2020

From left, Kim Soo-hyun, Park Bo-gum, Park Seo-joon, Lee Min-ho, Hyun Bin – the most-bankable CF stars in Korea. Photo: Instagram

Lead actors from The King: Eternal Monarch, It’s Okay Not To Be Okay, What’s Wrong With Secretary Kim and more hit Korean drama shows also make millions from endorsements with the likes of Montblanc, Lexus, Kia, Hyundai, Samsung, Pizza Hut and Coca-Cola

Not only do they rake in huge per-episode fees for the hit dramas that made them famous, South Korea’s most sought-after actors also make a fortune through multiple endorsement deals, or what they call “CF” in Korea – commercial films. Find out what makes these five actors the most popular brand ambassadors and how well they’ve managed their titles as “CF Kings”.

Kim Soo-hyun

Korea’s highest-paid actor, who is said to have earned US$165,000 per episode on It’s Okay Not To Be Okay , is also a CF favourite. As per Pop Culture Asia, “it is normal for Kim Soo-hyun to endorse 17 or more products simultaneously”.

Fans of his recent drama with actress Seo Ye-ji have also revived one of their old CFs together, featuring Petitzel Pudding.

Kim has been cast in many Korean CFs, endorsing bank services, beauty products, home essentials and more. His roster of overseas CFs include brands like Hyundai, Samsung, Pizza Hut and Coca-Cola.

Hyun Bin

In 2011, Hyun Bin made a bold move and enlisted for military service at the height of his fame. “The previous notion of not using actors who are soon leaving to serve in the army has been banished in the case of Hyun Bin,” reported Allkpop, as brands continued to pursue endorsement deals with the actor, despite knowing about his nearing enlistment.

Following his discharge, Hyun Bin was again proclaimed “CF King” in 2013, and would continue topping brand value lists for years to come. Hyun Bin has appeared in ads for Kia Motors, Samsung TV and Lexus, and endorsed Korean hair products, coffee brands, outdoor gear and more. This year, Hyun Bin has released CFs for Mediheal masks, Bodyluv shower heads, HL Science supplements, Thailand’s Amado collagen and Philippines’ Smart Communications’ mobile service, among others.