From Vigilante Driver to Golden Boy
Hey everyone! So, you know how we were all obsessed with ‘Taxi Driver’ and Lee Je-hoon’s character, Kim Do-gi, who serves justice to bad guys? The show has been a massive hit, and with ‘Taxi Driver 3’ recently ending on a high note, Lee Je-hoon’s star power is shining brighter than ever. His incredible performance earned him the Daesang (Grand Prize) at the 2025 SBS Drama Awards, which is a huge honor here in Korea. It feels like just yesterday he won for Season 2, and now he’s done it again!
A Golden Endorsement Deal
Capitalizing on his soaring popularity, Lee Je-hoon has landed a major endorsement deal. He’s officially the new face of the Korea Gold Exchange! This isn’t just any company; they are the top gold distributor in the entire country, dealing with everything from those shiny gold bars to industrial gold. The company said they chose him because his trustworthy and sincere image, built through his challenging acting roles, perfectly matches their brand philosophy of honesty and trust. I mean, who better to represent something as valuable and trustworthy as gold than our favorite righteous taxi driver, right?
The ‘Taxi Driver’ Effect
For those who haven’t tuned in, ‘Taxi Driver’ is this awesome action-crime drama where Lee Je-hoon plays a former special forces officer who now drives a special taxi for a company that helps victims get revenge on criminals who’ve escaped the law. He plays all these different undercover characters to trick the villains, and it’s just so satisfying to watch. The show has consistently gotten super high ratings, with the second season even hitting 21%! His role as the dependable and just Kim Do-gi has really cemented his image as a reliable and beloved actor among the Korean public.
What’s Next?
The new ad campaign featuring Lee Je-hoon started rolling out on TV and social media just a couple of days ago, on January 2nd. He’ll be promoting the Korea Gold Exchange’s high-purity gold bars and their mobile trading app, ‘Geumbang Geumbang’. The main message is all about how you should trade gold at a place you can trust. It’s so cool to see him go from a drama hero to representing a major financial company. It just shows how much love and trust he’s earned from everyone! What do you guys think of this new partnership?
