The wait to see South Korean actor Hyun Bin in the Philippines may be over for fans of the actor as telecommunications giant Smart Communications, Inc. names him its newest brand ambassador.

The past days saw the Crash Landing On You star take over social media with the release of “Simple. Smart ako.” campaign — the first campaign of the telecom giant to feature a South Korean actor.

Given his huge fan base in the country, having won hearts since the romantic-comedy hit My Name Is Kim Sam Soon and having fans fall head-over-heels for him in the recent phenomenal Korean drama Crash Landing On You, it is no longer surprising that local brands will tap him.

“It was natural for us. It would have been crazy for us not to do it,” said Smart senior vice president Jane Basas also in a digital press conference on June 1 (Rappler). Basas also added that signing Hyun Bin on board was a “priceless investment”.

The TVC and ads rolled out earlier this week are just appetizers for what is yet to come as a second commercial starring Hyun Bin will also be released. Merchandise featuring the actor, including a life-sized standee, will also come out starting June 7.

In addition to the exciting ads, commercial, and merchandise, Hyun Bin’s yearlong contract with Smart includes one Philippine visit with three events. No definite date has been set as of press time.