[Article] Fame sells: Product placements earn rich rewards

"Wow!! what a remarkable achievement!! But if there are research of the effects of Bae Yong Joon in the hearts of his fans, I think the result will be more valuable than anything that can be measured by numbers. Because he might has successfully brought a "Korean waves" in the world. But in my heart.... he has successfully brought the "BYJ tsunami"..." hahaha=)) 
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 source: soompi/damsu (thankss!!)^^

Actors and sports celebrities generate big rewards by their implicit endorsements

Celebrities, whether famous actors or the hottest sportsmen, and product endorsements have always been close bedfellows, as was proven once again by Ellen DeGeneres’ “selfie” tweet at the Oscars last week. 

But more noticeable in recent years is the economic influence of Korean celebrities that has expanded beyond the border to major overseas markets like China, on the back of the cultural phenomenon known as Hallyu, or the “Korean wave.” The products endorsed by Korean celebrities are no longer limited to fashionable clothing and luxury bags but extend even to intangible products like smartphone apps.

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The actor Bae Yong-joon, 42, is another celebrity who created a trillion won of economic effect in Korea and 2 trillion won in Japan, as estimated in 2003 by Hyundai Research Institute. He starred in a wildly popular Korean drama titled “Winter Sonata.” 

A senior researcher at Hyundai Research Institute, Lee Boo-hyung, said, “Considering the speed and scope of information spread, the economic impact a single celebrity can bring to the market is far greater than that of 10 years ago. The former chief of the institute, Choi Byung-gil, commented, “We are now living in a world where one celebrity can feed up to 100,000 people. It is undeniable that the economic leverage of a celebrity is greater than ever.” 

Source: Korean Joongangdaily by MOON BYUNG-JOO