In a year that has redefined success in the Korean entertainment industry, Byeon Woo-Seok has emerged as 2024’s breakout star, cementing his status with a string of achievements that span acting, music, and luxury brand endorsements.
The 33-year-old actor, who captured hearts worldwide through his leading role in the hit K-drama “Lovely Runner,” has just added another prestigious partnership to his growing empire. Cartier, the renowned French luxury jewelry and watch brand, announced Byeon as its newest brand ambassador on November 22. Byeon joins an elite roster that includes BTS’ V, BLACKPINK’s Jisoo, and Stray Kids’ Hyunjin.
“We intend to showcase Cartier’s preference for creative freedom and individuality by partnering up with Byun Woo Seok, who stands out for his versatile charms and fashionable style,” Cartier stated in their official announcement.
The partnership follows Byeon’s appointment as Prada’s brand ambassador earlier this month, making him one of the few Korean celebrities to represent multiple luxury powerhouses simultaneously. This latest achievement has sparked widespread celebration among fans, with one supporter declaring on social media, “This man is about to bag every high-end brand, and I’m so proud.”
But Byron’s success story extends far beyond fashion endorsements. In an unexpected turn of events, the former model-turned-actor has also made his mark in the music industry. At the 2024 MAMA Awards in Osaka, Byeon clinched the Favourite Global Trending Music Award for his solo track “Shower” from “Lovely Runner,” despite having no formal singing training.
During his acceptance speech, Byeon demonstrated the humility that has endeared him to fans worldwide. “I’m truly thankful to the Lovely Runner team for helping me deliver a great song despite being an actor,” he acknowledged before playfully using the fan greeting of his fictional K-pop group Eclipse from the drama.
The impact of Byeon’s multifaceted success is reflected in its commercial value. Industry insiders report that the star has secured endorsement deals worth approximately 10 billion won (around RM32.6 million) in 2024 alone. His portfolio now includes partnerships with diverse brands such as Physiogel, LG Electronics, NH Bank, Clinique, and numerous others.
Kim Min-ji, a Korean entertainment industry analyst, notes, “Byeon’s trajectory is remarkable because he’s managed to transcend traditional boundaries between acting, music, and fashion. His success represents a new model of Korean celebrity – one who can authentically connect with audiences across multiple platforms and industries.”
Looking back at Byeon’s journey since his acting debut 2016, his rise appears nothing short of meteoric. From taking on minor roles in various K-dramas to becoming a global sensation, his story is a testament to the entertainment industry’s perseverance.
His dedicated fanbase, known as Mailbox, has been instrumental in supporting his various ventures. One fan eloquently said on social media, “The only good thing that happened in 2024 is Byeon Wooseok getting the recognition he finally deserves.”
As 2024 draws to a close, Byeon Woo-seok stands as a prime example of how talent, timing, and versatility can converge to create an unprecedented success story in the ever-evolving landscape of Korean entertainment. With multiple projects in the pipeline and his star continuing to rise, it seems this is just the beginning of Byeon’s reign in the global entertainment scene.