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Song Joong-ki Is the New Face of Jeju Air

Song Joong-ki is the new face of budget carrier Jeju Air thanks to his huge popularity in the recently concluded TV series "Descendants of the Sun".

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The low-cost carrier is mainly trying to appeal to travelers from China, where the soap was a massive hit.

Song signed an endorsement deal with Jeju Air on Thursday. The carrier said it hopes to raise awareness of its brand in Chinese-speaking countries by featuring him in commercials for a year.

Jeju Air operates regular flights to six Chinese cities including Beijing. But to meet soaring demand in the high season, it has been offering irregular services on 20 routes to 10 cities in China and Macao since last month.

Jeju Air said hiring big stars has been well worth the huge outlay since sales soared from W157.5 billion in 2010 to W608 billion last year.

To continue this growth, the carrier has to increase its market share in China and East Asia, a spokesman said.

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