From Paldo Bibbimyeon to Clinique: Complete list of Lovely Runner's Byeon Woo-seok's brand endorsements so far

Among the numerous Korean dramas that have premiered in the first half of 2024, Byeon Woo-seok’s Lovely Runner is among the most talked-about. Woo-seok is the male lead in Lovely Runner and plays the role of a glitzy top-tier K-pop idol named Ryu Sun-jae.

After his work in the fantasy romantic drama, the actor received countless brand sponsorships. The actor signed many endorsement deals with big brands like Clinique, LG Electronics, Paldo Bibimmyeon, and more.

Lovely Runner’s immense success added to Woo-seok’s popularity, as his fans reportedly mobbed him at the Incheon airport earlier in the year. In addition to this, the actor held multiple fan meetings in different locations, including Singapore, Taiwan, Manila, and more.

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Lovely Runner's Byeon Woo-seok is the face of numerous brands like Clinique, LG Electronics, and more

Here's a complete list of ongoing brand partnerships of Byeon Woo-seok:

1. Discovery Expedition Korea
2. Physiogel
3. LG Electronics
4. NH Bank
5. Euthymol
6. Clinique
7. Paldo

On March 5, 2024, F&F announced the selection of Woo-seok as a new model for their apparel and outdoor product brand, Discover Expedition Korea. In June 2024, the actor was selected as the Global Ambassador for Physiogel. The brand carried out several marketing activities with Woo-seok in various regions, including Korea, the U.S., China, and Thailand.

Additionally, Byeon Woo-seok took over the new model position of LG Electronics' wireless mobile lifestyle screen, 'LG Standby Me'. On June 24th, the official social media page of LG Electronics Korea shared their new partnership with the star and their ‘LG Standby Me’ campaign.

This was followed by the announcement of NH Bank's (also known as Nonghyeop Bank) partnership with Woo-seok in July. The bank put together an NH Travel event where people who signed up for an NH Travel check card got a Byeon Woo-seok card.

It was reported that the bank system crashed due to this event, as too many fans tried to sign up for photo cards. In addition to the NH Bank, the popular toothpaste label Euthymol also signed up with Woo-seok and launched their limited edition Whitening Purple Corrector toothpaste.

On August 1st, Clinique officially welcomed Woo-seok as their new ambassador. In his role as Clinique's new face, the actor will interact with the brand's followers and beauty aficionados through social media and promotional events. In addition, he will work with the prestigious beauty label in global campaigns.

On August 6th, Paldo, a food company, stated that they had chosen the Byeon Woo-seok as a new brand model. With the actor, the food company Paldo is ready to get underway with a number of online and offline projects. The Paldo company's product package will now have Woo-seok on it.

Besides numerous brand endorsements, Woo-seok has also graced the covers of renowned fashion magazines like Harper’s Bazaar Korea and DAZED Korea in recent weeks.

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Lovely Runner is considered Byeon Woo-seok’s biggest break in his acting career so far. Before the release of Lovely Runner, Woo-seok played an important role in Strong Girl Nam Soon, which aired in 2023. Woo-seok’s negative role in this thriller K-drama caught much interest from fans, who praised his performance in the show.