SOUTH KOREA. The Shilla Duty Free has named two Korean Wave (hallyu) stars brand ambassadors for the company.
Lee Kwang Soo and Song Hye Kyo have appeared in the travel retailer’s latest promotional campaign.
Lee Kwang Soo is a cast member of variety show Running Man while Song Hye-kyo is known in Asia for her role in the hugely popular Korean drama Descendants of the Sun.
Korean pop and drama stars have been a key element of the way in which The Shilla Duty Free and other Korean duty free retailers have marketed to Chinese tourists over the past decade. Promotional campaigns starring hallyu stars help to attract adoring Chinese visitors to South Korea and to its duty free stores.
The Shilla Duty Free has previously used boy group SHINee, TVXQ and Angela Baby in its promotional campaigns.
