(Lee Min-ho's Instagram)

Hallyu star Lee Min-ho recently drew attention with his Instagram updates from Rome, Italy.

The reason for his European excursion was made public by Italian chocolate brand, Ferrero Rocher, who on Friday announced Lee as their newest model for the upcoming Christmas and Valentine’s seasons.

(Lee Min-ho's Instagram)

Starting from October, Lee will appear in TV commercials for the chocolate line, complete with the behind-the-scenes images of the commercial shoot and a close-up interview.

Ferrero Rocher Korea’s category director Luigi Mirri said, “Global star Lee Min-ho fits in well with the premium image of Ferrero Rocher. During the commercial shoot, he conveyed our selected theme of ‘Italian Flair” with composed and professional attitude unique to him.”

“Selecting Lee Min-ho as our model shows The Ferrero Group’s continued interest in the Korean market,” Mirri said.

(Hill+Knowlton)

The confectionary company made headlines in February with the passing away of its head Michele Ferrero, then Italy’s richest person and the world’s 30th richest, with his fortune estimated at 23.4 billion according to Forbes.

The Ferrero Group is responsible for Nutella, Kinder chocolates, Ferrero Rocher and Tic Tacs.

By Lim Jeong-yeo (kaylalim@heraldcorp.com)

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