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#leeminho Genesis BBQ Group, which operates the chicken franchise BBQ has chosen actor Lee Min-ho as its model across China. Genesis BBQ Group determined that Lee Min-ho's trustworthy and sophisticated image aligns with the direction of BBQ's pursuit of a "premium K-food flagship brand" in the Chinese market. The group noted that it expects him to help position BBQ as a trustworthy global franchise brand among Chinese consumers. Earlier, in 2020, Lee Min-ho served as a brand advertising model when BBQ launched its Hot Golden Olive series, and he also teamed up with BBQ through PPL (product placement) in the drama The King. A BBQ official said, "BBQ will strengthen brand communications centered on online channels in China with model Lee Min-ho and expand the premium K-food experience." (biz.chosun.com)