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Hyeri becomes commercial queen after ‘Reply 1988’

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Updated : January 24 2016

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Hyeri in Albamon TV commercial (Albamon)

Singer and actress Hyeri has become the queen of TV commercials by clinching at least 28 deals, garnering the title ‘10 billion won ($8.2million) girl’ by local media.

According to local reports, Hyeri has finished filming about 15 commercials so far and is expected to shoot 13 more throughout the year.

With the immense popularity of tvN’s “Reply 1988,” she is now about to replace the former commercial queen Suzy of missA.

Hyeri has already been lured by companies, with her instant fame gained on MBC’s military experience reality show “Real Men” in 2014.

The idol star’s down-to-earth attitude and adorable and unintended coquettish manner got her stardom, raising her fee to about 200 million won. Last year, that number doubled with the “Reply 1988” causing a major retro craze.

Companies reportedly have to pay 400 million won to sign a six-month contract with Hyeri, while a one-year contract costs 500 million.

While this may sound all too wasteful, Hyeri has proved in the past that she is worth the money.

Hyeri’s work in an iconic TV commercial by Korean part-time job recruiting site, Albamon, has led to the firm receiving an appreciation plaque from South Korea’s Ministry of Employment and Labor.

In “Albamon” commercial, she parodied herself from the popular scene in “Real Men,” and successfully delivered an aggressive message without being offensive.

In addition, ramen company Nongshim saw its sales jump by 50 percent after airing Hyeri’s Neoguri TV commercial.

Convenient store operator 7-Eleven also saw its sales of lunch boxes double on-year in 2015 after naming the product “Hyeri lunchbox.”

Despite initial worries about her lack of acting experience and bias on idol stars expanding their careers into acting, Hyeri has become an overnight sensation with her work in “Reply 1988.”

She received rave reviews for her role of Sung Deok-sun, a charming high school student, and portraying everyday life in a small neighborhood in the late ’80s.

The drama had record-breaking viewership ratings for a cable channel, logging 21.6 percent in the final episode aired on Jan. 16.


(khnews@heraldcorp.com)

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