From left: Cast members of "The Producers" -- IU, Cha Tae-hyun, Gong Hyo-jin and Kim Soo-hyun. (KBS/Unionbay)

A Korean fashion brand Unionbay has signed on to sponsor the new TV drama "The Producers," which kicks off Friday evening.

Unionbay is a low to mid-range casual fashion brand, targeted at teens and young adults.

The brand’s model is K-pop singer IU, who plays a popstar in the new drama series.

"The Producers" is a highly-anticipated follow-up project by both actor Kim Soo-hyun and screenwriter Park Ji-eun. Both had previously collaborated on the 2013-2014 hit TV drama "My Love From the Star."

Ahead of its domestic release, "The Producers" sold broadcast rights to a Chinese online platform for over $2.4 million.

Unionbay is hoping to "raise interest in (its) brand through the sponsorship deal with 'The Producers'," a company official said. Clothing items by Unionbay are likely to feature in upcoming episodes.

K-pop singer IU (right) and lead actor Kim Soo-hyun at a press conference for "The Producers," Monday. (Yonhap)

"The Producers" follows a clumsy character aspiring to become a TV producer, trying to prove himself among established producers in the entertainment industry.

"The Producers," which will air every Friday and Saturday, kicks off this evening at 9:15 p.m.

By Yoon Sarah (sarah356@heraldcorp.com)

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