Singapore – Southeast Asia eCommerce platform Lazada has partnered with one of South Korea’s most popular leading men Lee Min Ho to become the regional face of the brand, ahead of its 11.11 sale.

Prior to the partnership, Lazada’s ambassadorship has been focused on local personalities from key markets. Lee will be the first-ever to represent the whole of Southeast Asia.

Lazada’s Group Chief Marketing Officer Mary Zhou said that the annual 11.11 shopping festival is its most anticipated and biggest one-day sale of the year, and they want to be able to capture the imaginations of their shoppers with a regional ambassador who can positively inspire SEA consumers.

On choosing Lee, Zhou said, “Lee Min Ho’s exuberant, optimistic, and encouraging personality resonates with Lazada shoppers. [He is] reminiscent of Lazada’s spirit and tagline Go Where Your Heart Beats and [the] signature finger-heart gesture.”

Lee gained a massive fan base when he starred in the television series Boys Over Flowers in 2009. Since then, his popularity grew all over Asia, and is now the most followed Korean actor on Facebook, Instagram, Twitter, and Weibo. He most recently appeared in the Netflix-produced The King: Eternal Monarch.

Lee commented, “I’m excited to join the Lazada family for the 11.11 shopping festival as their first regional brand ambassador. Lazada is known across the region for its innovative and customer-focused approach to online shopping, and working with the Lazada team has been a really fun and creative experience so far. I look forward to introducing more fans and friends in Southeast Asia to the lifestyle platform.”

As part of the campaign lineup, Lee will be starring in a TV commercial which will showcase his online shopping routine. Another commercial will also see him joining the brand’s local ambassadors from the Philippines, Malaysia, Thailand, Indonesia, and Vietnam.

Zhou shared that virtually bringing together both Lee Min Ho and the local brand ambassadors is Lazada’s way of connecting the community despite being geographically separated.

“As 2020 comes to a close, Lazada wants to foster a deeper understanding of the power of the commonalities that exist within our diverse community across Southeast Asia, and how we can unite to harness this strength to support each other through challenging times,” she said.