Lee Minho

Korean superstar Lee Minho, known for the award-winning dramas “Pachinko,” “The King: Eternal Monarch,” and “The Heirs,” has stepped into his new role as the latest endorser of SM Development Corporation (SMDC), the Philippines’ leading real estate developer.

Since his acting debut in the Korean series “Secret Campus” in 2006, Lee Minho has emerged as one of the top Korean stars globally.

In 2009, he starred in the hit series “Boys Over Flowers,” which boosted his popularity outside South Korea. “Boys Over Flowers” won Lee Minho the Best New Actor award at the 45th Baeksang Arts Awards and KBS Drama Awards in 2009.

A testament to his global stature, Lee Minho has consistently been chosen as the No. 1 favorite Korean actor globally in the last five years from 2018 to 2022 based on the annual Overseas Hallyu (Korean Wave) Survey commissioned by South Korea’s Ministry of Culture, Sports and Tourism (MCST) and the Korean Foundation for International Cultural Exchange (KOFICE).

On social media, Lee Minho currently has 32.3 million followers on Instagram, 28 million on Facebook and 28 million on Weibo, the Chinese microblogging platform — a proof of his massive influence worldwide.

Outstanding talent
Throughout his career, Lee Minho has essayed many roles in dramas and movies of different genres. Among his memorable dramas include "The Heirs," "The Legend of the Blue Sea," "The King: Eternal Monarch," and "Pachinko."

Lee Minho plays the role of merchant Hansu in “Pachinko,” a story of a Korean immigrant family across four generations who leaves South Korea to survive. The show premiered on Apple TV+ in March 2022, and was immediately renewed for a second season in April of then same year. Lee Minho will reprise his role and is now shooting in Canada.

The series was chosen as one of the Top 10 Programs of the Year by the American Film Institute Awards, and won Best Foreign Language Series at the Critics' Choice Awards. The stars of “Pachinko” won Best Ensemble Cast at the Independent Spirit Awards.

Other acting awards that Lee Minho won in his career include Top Excellence Award and Hallyu Star Award for "City Hunter"; at the Korea Drama Awards; Excellence Award (Actor) for "Personal Taste"; at the MBC Drama Awards; Top Excellence Award (Actor) in a Drama Special and Popularity Award for "The Heirs," at the SBS Drama Awards; Top Excellence Award (Actor) in a Fantasy Drama for "The Legend of the Blue Sea"; at the SBS Drama Awards; and Top Excellence Award (Actor) in a Miniseries Fantasy/Romance Drama for "The King: Eternal Monarch."

His next drama project is “Ask the Stars” opposite actress Gong Hyo-jin. In February, Lee Minho posted on Instagram that he finished filming for the drama.

Global representation
Lee Minho’s popularity and image led him to be appointed as an ambassador for different events and brands.

Among these are public relations ambassador for the King Sejong Institute Foundation (2019), Visit Korea Year (2015), Pyeongchang Winter Olympics (2015), Patagonia: New Life to the Forest Project 2012, Asia Song Festival (2010) and UNICEF Anti-malaria Campaign “Love Net” (2009).

All the more uplifting his prestige, Lee Minho is one of the A-list stars of luxury brands Fendi, Boss, and Berluti has tapped for their star-studded fashion campaigns. A favorite in the fashion scene, Lee Minho is a brand ambassador for Fendi. He has also partaken in Boss’ historic rebrand with their #BeYourOwnBoss campaign. He has also made an appearance in the Berluti Spring/Summer 2020 Menswear show in Paris, dressed in coveted items from Berluti’s featured collection.

Altruistic spirit
Lee Minho established the Promiz charity platform to help different causes. Among these
include the Zero Campaign for Zero Waste, Safe Umbrella Project, and Milk Mustache aiming to purchase milk for children who are waiting for adoption in Korea.

He donated 300 million won to eight charity organizations for Covid-19 relief efforts in 2020.

Lee Minho

The new face of SMDC
Lee Minho as the new SMDC brand ambassador will be the face of the company’s “Step Into Luxury” 2023 campaign.

The partnership between Lee Minho, who enjoys the status as one of Korea’s leading stars, and SMDC, the Philippines’ premier developer, is a match made in Hallyu Heaven.

SMDC Vice President for Marketing Aye Luna said the company has chosen Lee Minho for his many stellar qualities.

“SMDC partnered with Lee Minho because he emulates many qualities that SMDC stands for: excellence, trailblazing, and sophistication. His qualities have made him an exemplary, world- class actor. More than an actor, he pursues his potential in other aspects and becomes successful at them, as a model, director, businessman,” she said.

As a company, she said, “SMDC is now being recognized globally as the Philippines’ leading real estate developer. We are a responsible developer of world-class, master-planned, premier integrated developments. SMDC is a trailblazer and a builder of sustainable communities that nurtures and cares for its community of residents and investors.”

It is fitting that Lee Minho is SMDC’s new Good Guy as his personal advocacies include assisting charities and people in need.

Step Into Luxury
Under the “Step Into Luxury” campaign, SMDC is promoting its premier residential projects, which offer luxury-grade features and amenities.

These projects are Sail Residences (MOA Complex, Pasay City), Sands Residences (Roxas Boulevard, Manila), Glam Residences (EDSA, Quezon City), and Gold Residences (within the Gold City integrated township development across NAIA I, Paranaque City).

These residential developments come with opulent finishings and amenities. For residents, they will experience a luxurious lifestyle, as they will enjoy hotel-style environments, resort grade leisure amenities, and easy access to commercial and entertainment establishments.

SMDC's “Step into Luxury” campaign describes the quality of life that residents will experience and enjoy SMDC’s developments.

The settings and milieux of Lee Minho’s character reflect the environment of these SMDC developments.

To know more about SMDC and its developments, follow them on Facebook, Instagram, YouTube, Twitter, and TikTok, or visit the SMDC website.