Endorsements
Following his debut, Lee became one of South Korea’s most sought-after advertising models, particularly after his breakthrough success in the television series Boys Over Flowers (2009). Since then, he has appeared in a wide range of domestic and international advertising campaigns across fashion, cosmetics, food and beverage, electronics, automotive, tourism, and luxury sectors, serving as both a commercial model and brand ambassador for numerous companies throughout his career.
In 2009, Lee was the advertising model for Pepsi Nex, BR's Dunkin' Donuts, Orion Market O cookies, Samsung Anycall, LG's Teenring, and OB Beer's Cass 2X, appearing alongside model Jessica Gomes. During the same year, he also represented the cosmetic brand Etude House, menswear label Trugen, and Levi Strauss Korea.
In 2010, he appeared in advertisements for Binggrae's Banana Flavored Milk, Lotte Chilsung's Cantata coffee, Jangin Furniture, and Bang Bang clothing alongside actress Han Ji-hye.
In 2011, Lee was selected as the model for the outdoor clothing brand Eider alongside Yoona. He was also chosen as the advertising model for Toyota's Camry, Hyundai's Veloster, and Chinese clothing brand Semir.
In 2012, he was selected as the face of the skincare and beauty brand Innisfree. He also appeared in campaigns for the Thai skincare brand 12Plus, promoting its shower cream alongside actress Patcharapa Chaichua, and for the Philippine clothing brand Bench.
In 2013, Lee was appointed as the promotional ambassador for Lotte Hotel Busan.
In 2014, his endorsement activities expanded further both domestically and internationally. He was selected for campaigns for Tencent's Weishi application, Kyochon Chicken, Lotte Duty Free, café brand A Twosome Place, Chinese online shopping platform Taobao, watch brand Romanson, Naver's Line app, and Guess Jeans. In the same year, he also represented Kumho Tire alongside actress Liu Yifei, Singaporean wellness brand OSIM's uDiva massage chairs, Hong Kong-based jewelry brand Chow Tai Fook, and airline Jeju Air.
In 2015, Lee was chosen as the model for Ferrero Rocher, Samsonite Red, LF men's lifestyle brand TNGT, and Chinese real-estate developer Shimao Group.
In 2016, he was selected as the advertising model for GKL's Seven Luck Casino, Coca-Cola's premium coffee brand Georgia Gothica, and Korea Ginseng Corporation's premium natural ingredients brand Good Base.
In 2020, Lee was selected as the face of BBQ Chicken, Domino's Pizza, and global beauty and healthcare company Cellreturn. He was also selected as an ambassador for the e-commerce platform Lazada.
In 2021, he was chosen as the model for the skincare and beauty brand LBB. In 2022, Boss selected Lee as its global ambassador. He was also chosen as the model for the Indonesian cosmetics brand Azarine and the home appliance company Cuckoo Electronics, alongside Malaysian singer Siti Nurhaliza. The same year, Lee was also announced as a brand ambassador for the Italian luxury fashion house Fendi. In 2023, he was appointed as the ambassador for Philippine real-estate developer SMDC. He was also named the face and brand ambassador for Roma Kelapa, a popular Indonesian biscuit brand under Roma. In 2025, Lee was selected as the Asia-Pacific ambassador for the ultrasound lifting device Ultherapy Prime, alongside actress Jun Ji-hyun.
