'Hyun Bin phenomenon' sparks hope for more Korean endorsers in the Philippines

Hyun Bin in the Smart advertisement

Filipino fans have been caught up in the whirlwind of "Hyun Bin phenomenon" following the announcement of the Korean actor as the endorser of two local companies.

In separate announcements last week, Bench and Smart Communications introduced the "Crash Landing On You" star as the new face of their respective brands.

This has sparked hope for more Korean endorsers in the Philippines, which is home to many Hallyu fans.

"The 'Hyun Bin Phenomenon' is pretty much due to digital technology," Jane J. Basas, SVP and Head of Consumer Wireless Business at Smart, said in a press release.

READ: Hyun Bin made filming an ad ‘very easy’ despite safety restrictions

"Filipinos have developed the craze because they are able to stream his shows, hear the buzz about him online, share their excitement with their friends, and even get to interact with him through social media," she said.

Hyun Bin himself showed his love to Filipino fans in a video greeting released by Smart.

"Filipinos are some of the warmest fans in the world, and I am thankful to Smart for giving me a way to reach out to everyone in the Philippines," the actor also said.

Asked if Filipinos can expect more Korean endorsers to be tapped by Smart in the future, PLDT-Smart First Vice President and Public Affairs Head Ramon Isberto had a teasing response.

"Well, Captain Ri is lonely if he's alone right?" he said. —MGP, GMA News