On June 5th, outdoor brand Discovery Expedition announced, "We have collaborated with Byeon Woo-seok, the lead actor in the hit tvN drama 'Lovely Runner,' for our '24 Summer Fresh Event Collection' photoshoot." The brand released several photos showcasing the campaign. The photos have garnered over 10,000 likes each, a tenfold increase compared to similar campaigns featuring regular fashion models.

The brand also released a behind-the-scenes film of the photoshoot, which has surpassed 230,000 views within three days of its upload, highlighting the campaign's immense popularity. The film features Byeon Woo-seok enjoying outdoor activities with a refreshing and vibrant energy.

A representative from Discovery Expedition expressed their delight, saying, "We are thrilled by the enthusiastic response to Byeon Woo-seok, who has been newly appointed as our brand ambassador this year. We look forward to continuing our collaboration with him to deliver a stylish and healthy outdoor lifestyle to our consumers."

Discovery Expedition announced Byeon Woo-seok as their new model on March 6th, ahead of the first broadcast of 'Lovely Runner.' The news has been met with positive reactions from netizens, with comments such as "Great choice by the brand," "He fits perfectly," and "Seon-jae on a bike looks so refreshing."

<Photo=Discovery Expedition>

<Translated by=Meenyoung Lee>