Actor Song Joong-ki of the runaway hit drama "Descendants of the Sun" has signed a modeling contract with Jeju Air, his talent agency said Thursday.

"Jeju Air chose Song as part of its strategy to expand its customer base in China and Southeast Asia where response for 'hallyu' has been the greatest," Blossom Entertainment said.

"Hallyu" is the Korean word for the worldwide popularity of Korean pop culture.

The actor, who appears as Army Capt. Yoo Si-jin in the KBS 2TV series, will model in the South Korean budget carrier's print, online and TV commercials, the agency said.

Jeju Air said it hopes to raise its brand image and become better known among the public.

"Descendants of the Sun" will hold its season finale on Thursday night. (Yonhap)