Hallyu celebrities, with their pan-Asian appeal and growing worldwide fan base, are increasingly taking an active part in promoting Korea’s national brand.

One in-demand actor participating in such efforts is Kim Soo-hyun, who shot a promotional video for Seoul that will air throughout Asia, his agency Keyeast announced Tuesday.

The clip will air on various network channels in the region, including China’s state-run CCTV.

The 30-second video shows some Seoul landmarks, including a field of electronically lit roses at the futuristic Dongdaemun Design Plaza and a nighttime view of the sprawling Hangang River bank, highlighting the new Seoul “I.Seoul.U” slogan. 

Kim, who catapulted to stardom throughout Asia with his role as the alluring extraterrestrial Do Min-jun in last year’s drama series “My Love From the Stars,” was appointed as a promotional ambassador for Seoul last October. He is currently gearing up for his upcoming crime flick “Real,” slated to be released in 2016.

Also joining in efforts to promote Korea‘s image is actress Park Shin-hye, who last year became the first Korean to be cast as the face of Visa in Asia.

In a new ad campaign for the worldwide credit card company titled “Not a Tourist,” Park will promote Seoul’s lesser-trodden sites away from typical tourist destinations, such as the Bukcheon Hanok village, where clusters of traditional Korean houses are preserved, marketplaces and small cafes. 

Park gained explosive popularity in the Asian region following her appearances in TV drama series “Stairway to Heaven,” “Boys over Flowers” and “Pinocchio.”

Meanwhile, actor Lee Jong-suk was named last week the face of the Korean Culture Festival, which took place in Chongqing, China, while Seolhyun of girl group AOA and actor Lee Min-ho were selected as ambassadors for Korean tourism last month by the Culture Ministry. Previous tourism ambassadors include actor Bae Yong-joon, girl group Girls’ Generation and figure skating champion Kim Yuna.

By Rumy Doo (bigbird@heraldcorp.com)