'Semir' is a brand chosen as one of the best by the younger generation in China and reportedly the #1 group as a fashion brand in the nation with over 8,000 stores. Semir has been using various Hallyu models to represent them, and now actor Lee Jong Suk will be stepping up to bat as the new model.
Semir said, "Lee Jong Suk can look fashionable just with a white button up, and he's a Korean fashion mark that's receiving hot interest. His luxurious and fashionable image fit well with Semir. He's rising in China with his perfect acting and amazing looks. We expect him to add to the brand image and to draw out a large sales increase."