Hallyu actress Lee Young-ae appeared in the Feb. 13 edition of the New York Times as a model advertising bibimbap.

The advert in the U.S. daily newspaper was taken out by professor Seo Kyoung-duk of Sungshin Women’s University in Seoul, who has promoted Korea overseas.

The advertisement shows Lee in hanbok, smiling under the large headline “Bibimbap?” It also introduces her as an actress who shot to hallyu fame after playing a historical cook-turned-royal physician in the Joseon Era in a Korean TV series, “Jewel in the Palace.”

“I wanted to let the world know bibimbap through the lead actress of the TV series, which has been watched by more than 300 million people in about 90 countries,” Seo told Yonhap news agency in New York. “I also wanted to show the beauty of hanbok as well as the dish which represents Korea well.”

Lee donated her talent by modeling in the advertisement free of charge.

The ad was fully sponsored by Chicken Maru, a Korean take-out chicken franchise.

Seo has intermittently advertised bibimbap in the New York Times and in New York Times Square for five years.

By Chun Sung-woo (swchun@heraldcorp.com)