Psy most sought-after model for advertisers

A screen capture of a TV commercial shows Psy promoting “Condition,” a drink said to help ease hangovers, made by CJ Cheiljedang. / Courtesy of CJ Cheiljedang

Psy, a 35-year-old chubby rapper and also a father of twin baby girls, has become the country’s most sought-after model for corporate advertisers these days, with his global hit “Gangnam Style’’ and comical horseback riding dance sweeping the planet.

Companies that have signed Psy to promote their products have hit a sales bonanza on the back of his rise to international stardom. But others having failed to hire the singer have plenty of reasons to regret it as they have to sit and watch rival firms benefit from the ongoing Psy craze.

According to the advertizing industry, Wednesday, Psy has emerged as the country’s commercials icon since July when his popular music video Gangnam Style was released. Advertisers now have to pay up to 700 million won ($630,000) to hire the rapper for a year, making him one of the highest paid celebrities.

Currently, Psy models for a dozen companies, including LG U+, Samsung Electronics, CJ Cheiljedang and Nongshim. The singer is also in negotiations with Hite-Jinro and several other firms for possible commercial contracts.

Among his corporate sponsors, CJ Cheiljedang has been one of the greatest beneficiaries from his immense popularity here at home and abroad.

The country’s largest food firm has seen its sale of Condition, a drink prompted to help ease hangovers, soar since August when the singer began promoting the product on TV as an effective “cure.”

“Given all indications, we have benefited a lot from hiring Psy as our ad model. In November, we will know exactly how many more products we sold thanks to the Psy effect,’’ said a spokeswoman for CJ Cheiljedang. “We are getting lots of positive feedback from our customers for the singer pitching Condition. Its popularity has increased particularly among young consumers.’’

Hite-Jinro, Korea’s largest beer and soju maker, is currently negotiating with Psy to hire him as a model for its flagship soju brand “Chamiseul.’’

The move came after the singer drank a bottle of Chamiseul on stage at Seoul Plaza on Oct. 4. During the concert aired all over the world, one fan handed him the bottle and Psy downed it in one.

Following the incident, Hite-Jinro approached the singer’s representatives for a possible advertizing deal.

“We are positively considering having Psy promote Chamiseul and other products. But at this point, nothing has been decided,’’ said a spokeswoman for Hite-Jinro.

We think he is a perfect model for us thanks to his immense popularity with people in their 20s and 30s. His global exposure will also help us make inroads into foreign markets,’’ she added.

If Hite-Jinro signs Psy, it will deal a severe blow to its rival Oriental Brewery, which let an advertizing contract with the singer expire in November last year. The company reportedly regrets not renewing the contract.

Nongshim, the country’s largest maker of instant noodles, is set to benefit from its commercial deal with the rapper who pitches for Shin Ramyeon Black.

According to the company, Psy first expressed interest in prompting the instant noodle by uploading a three-minute clip of him eating Shin ramyeon on the Internet.

Nongshim had initially offered him to publicize its popular fried shrimp snack.

Nolboo NBG, a restaurant franchise offering a wide range of local dishes, is also one of beneficiaries from Psy’s surging popularity. The firm signed a one-year advertizing deal with the rapper in May. <The Korea Times/Lee Hyo-sik>