The local authority announced on Monday that it will install large-scale advertisement boards showing the image of its new promotional ambassador at a large department store in Xujiahui, Shanghai, until the end of the year. The Xujiahui area one of the largest shopping zones in Shanghai, and can be compared to Myeongdong in Seoul.
According to the city government, the new advertisement board portrays Seoul as a shopping hub and uses the Han River and Namsan N Tower as a backdrop.
Kim Hyun Joong has become one of the hottest Korean Wave stars after he starred in the TV series "Boys Over Flowers," which became hugely popular in Japan.
"Kim Hyun Joong was chosen as the most popular star in China and Southeast Asia according to our field survey," the local government said. "Through this promotional activity we hope to see a boost in the number of Chinese tourists visiting Seoul."
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