Film star Lee Byung-hun has been given the title of publicity ambassador for the 38th conference of the Association of Film Commissioners International to be held in Jecheon, North Chungcheong Province, from Sept. 29 to Oct. 2.

An official news conference announcing Lee’s participation in this year’s AFCI Cineposium conference will take place Sept. 4.

Commissions, producers, investors and professionals in the field of film from all over the world are expected to participate in the September gathering.

Held in Jecheon, this is the first time the conference is being held in an Asian city.

The theme for the event is “East Meets West,” making Lee, who has experience in both the Korean and Hollywood movie industries, the top candidate for the post of publicity ambassador, the organizers said.

Lee debuted in Korea’s entertainment sector in 1991 and slowly shaped himself into a household name, starring in several hit dramas and movies such as “All In” (2003), “A Bittersweet Life” (2005), “The Good, the Bad, the Weird” (2008) and “I Saw the Devil” (2010). He has also starred in numerous Hollywood action films such as the first two parts of the “G.I. Joe” series which began in 2009, and most recently he co-starred in blockbuster “Red 2,” featuring Bruce Willis and Catherine Zeta-Jones.

By Cha Yo-rim (yorimcha@heraldcorp.com)