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There’s no stopping the South Korean entertainment industry in reaching Philippine shores. From K-pop to K-dramas, almost every Filipino is into what our Asian neighbors have to offer. 

Recently, one of the K-dramas that made it big in the local scene is Crash Landing on You (CLOY), which starred Hyun Bin (Secret Garden, My Name is Kim Sam Soon, Memories of Alhambra) and Son Ye-jin (Something in the Rain, Summer Scent, Secret Tears). This feel-good series has even been hailed as one of the highest rating Korean dramas of all time, and one of the top shows in streaming platform Netflix. 

Jiving with this infusion of K-pop culture, local telecommunications company Smart even got Hyun Bin as its newest celebrity endorser and the face of its Smart Ako (I am Smart) campaign. 

In a media conference, Smart said that tapping the 37-year-old actor as its newest endorser is a “priceless investment.” 

hyu bin Featured image

CLOY star Hyun Bin as the newest endorser of Smart

“We knew that there’s such a huge following particularly for the entertainment genre of K-drama among Filipinos,” says Smart senior vice president Jane Basa. “Bringing Hyun Bin is something natural for us because it could have been crazy for us not do it.” 

The company also revealed its plan to bring the phenomenal star in the country, but because of Covid-19, there is still no date for when a fan meet event can happen. 

“It’s not yet definite when he is coming because we still have to deal with this Covid-19 situation, but he is definitely coming,” says Mon Isberto, Smart’s corporate communications chief officer. He also added that the actor himself is looking forward to meeting his Pinoy fans. “The plan is to bring Hyun Bin to the Philippines. He himself has expressed his eagerness to meet up with fans here in the country. Virtual meetings would be a fallback option.” 

Investing in youth’s education

Aside from investing on international stars, the telco is also active and aggressive when it comes to empowering the education sector, especially now that the Covid-19 pandemic has made e-learning the number one option.

Mon tells Manila Bulletin Lifestyle that Smart is now in negotiation with different education institutions, both private and public, on how the company could help in addressing the needs of a virtual classroom. 

“We are tackling this huge challenge on various fronts. Our enterprise business group is now talking with government agencies like the Department of Education (DepEd) and schools (both public and private) on how PLDT and Smart can address the need for connectivity and digital solutions of schools, teachers, and students,” he says. “On the CSR side, our Gabay Guro program is in discussions with DepEd on how it can assist public school teachers using digital tools. Smart Public Affairs is launching a program to train school teachers on how to house the Dynamic Learning Program—an innovative method of teaching—that can be used for both face-to-face and online learning systems.”

He adds that the company supports DepEd Commons by not charging any data fee on accessing the site. “We zero-rated DepEd Commons to support online education,” he adds. “We provided communications support for DepEd frontliners and we will be providing an initial 10 units of Smart school-in-a-bag to address the need for access to devices of students and teachers in underserved areas.”

Source: Manila Bulletin (

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