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Korean Stars Lose Out to Foreigners in Advertising

2008/12/08 | Permalink | Source

For many years, big Korean stars dominated commercials here, but their territory is increasingly being encroached upon by foreign models.

They come from Eastern Europe and Russia, from Latin and South America, from the U.S. and Thailand. Pundits say the recession has something to do with it, since passing on one of Korea's notoriously expensive stars in favor of a pretty unknown from abroad can cut costs by as much as 80 percent. Their exotic appearance also appeals to customers.

A better employment environment has also made it easier. While it used to take about 20 days for foreigners to get a work permit from the Ministry of Culture, Sports and Tourism, it now takes only 10.

"In advertisement and marketing, foreign models are proving a boon with their high efficiency and low cost", an industry insider said.

Source :

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