News: Pop Queen Lee Hyori Maintains Status As CF Queen

When it comes to commercial (called CF in Korea) contracts, most stars are replaced by a new, fresh face when the term comes to an end. In some cases, the company will ask the star to re-sign for another term. However, re-signing of contracts never exceeds more than two or three times for most celebrities. But then again, Lee Hyori is not just your average celebrity. After eight years -- ten if you count her FINK.L days -- she is still dubbed the "CF Queen".

The best example of Lee being a powerhouse in the CF industry is her contract with the soju brand, Like The First Time. Lee Hyori's hold on the liquor advertisement realm has not weakened after ten long years. She broke the record that she herself had set by re-signing with the company for the sixth time. A Like The First Time official said that the pop star not only raised brand awareness, but increased overall sales.

After all these years, the new and re-signing offers are still rolling in. This is even after all the plagiarism controversies over her latest album. Related officials from the advertisement market are saying there's no star that can take her place and that she's still the number one choice for most companies. If you do the math, Lee has earned over five billion won this year alone.

Currently, the singer has her toe dipped in several sectors: liquor, food, beverage, sports, home appliances, and fashion. It's hard to say how many deals she has in total because there are a number of pending contracts that haven't been officially announced. So far though, seven different contracts have been confirmed. At least two to three are almost guaranteed to be added to the list by the end of this year.

An advertisement insider shared that a star is considered to be a long-term CF model if they can pass the three year mark. However, in Lee Hyori's case, she's not only passing the eight year mark, but she's spent those eight years as one of the cream of the crop CF faces. Whether there's bad press or good press, the diva has her own unique charm that has kept her in the game for this long. He added that it's almost entertaining for liquor companies to all sit back and watch, to see how much longer she's going to stay on top.

Credits: kbsworld

NEWS : Lee Hyori's new endorsement with FILA SPORT

South Korea's STYLE ICON Lee Hyori models for outdoor brand, FILA SPORT.

On the 11th of August, FILA KOREA announced their choice of model, Lee Hyori to endorse for "FILA SPORT". Promotion plans will be starting as soon as this Autumn 2010 & the endorsed products will be available for consumers to buy then. Usually, Hyori who is health conscious and maintains her figure, enjoys the sport mountain climbing which helps her feel recharge.

First shooting took place in the hot Summer of July. From August onwards, contents from the filming, will be released in the form of posters, and other commercial platforms at specific FILA stores.

A new concept called the Metro outdoor spring and summer 2010 season comes to Fila Korea began developing the outdoor brand, high functionality with enhanced image of brightly designs. This will differentiate the existing outdoor wear, from the first season consumers are exposed to.

FILA SPORT director Seo Hae Gwan expressed "the passionate attitude of Hyori towards life and her nature of knowing how to enjoy life fits well with the image of the brand concept. That's why she was chosen. Hoping the Hyori effect will bring a better competitive advantage in terms of brand identity to appeal to the consumers and help enhance brand awareness".

cr: Icfinkl  |  Translated by: yycyhyy @ Hyoleesubs