Actor Park Seo-joon, one of the most sought-after actors in the industry, will become the new model for &Up Cafe, a ready-made coffee brand by Ildong Foodis, his agency KeyEast said Friday.

Park Seo-joon (KeyEast)

“Park is popular among women in their 20s and 30s and his refined and classy image matches well with &Up Cafe,” the food company stated as the reason for choosing the 27-year-old actor.

Park rose to stardom by appearing in two of last year’s most successful dramas -- “Kill Me, Heal Me” and “She Was Pretty.” He is set to star in the upcoming period drama “Hwarang,” which will premiere in the summer.

By Ahn Sung-mi (sahn@heraldcorp.com)