Actor Park Hae-jin, enjoying growing popularity in both Korea and China with his new tvN drama “Cheese in the Trap,” has signed endorsements with 15 advertisers, according to industry insiders.

Park has recently signed on with a wide range of brands, including 7-Eleven, Beanpole and outdoor brand Centerpole. He also renewed contracts with Mind Bridge, Kohler Novita and Lotte Duty Free. Park’s total income from spokesman activities is estimated at around 11 billion won ($9.2 million).


Following their contract, international chain of convenience stores 7-Eleven launched a vast array of products featuring the character “Yoo Jung,” the male protagonist that Park plays in the TV drama, such as a triangular kimbap and a lunch sets. The convenience store chain will expand the range of products and export them to other Asian countries, including China, Thailand, Taiwan and Japan, said the actor’s agency WM Company.

“Cheese in the Trap,” a romantic thriller based on the eponymous Naver webtoon, recorded a viewership rating of 6.6 percent for its fifth episode, according to AGB Nielsen Media Research, confirming its popularity.

It also topped the Weibo drama chart even before its official release in China, demonstrating its popularity among Chinese viewers as well.

The TV drama airs Mondays and Tuesdays at 11 p.m. and will be released on Chinese websites Youku and Tudou this summer.

By Jung Eun-jin (jej2403@heraldcorp.com)