On June 17 KST, Korean fast food chain Lotteria announced that they have selected Son Heung Min, the first Asian player to win the Premier League Golden Boot, as a brand advertisement model for the second consecutive year.

Last year, Lotteria and Son ran a campaign to cheer up consumers during the pandemic with the supportive slogan: "Let's not lose!" After the campaign, sales of Lotteria's bulgogi burger and Korean beef bulgogi burger increased by 20%, proving the effectiveness of the model.

New advertisements featuring Son will be released on June 30.