"The Heirs" star Lee Min Ho has been racking up the endorsement deals recently.

Last month, the actor became the official face of the online market Taobao's mobile platform.

And on Monday, it was announced that Lee would become the face of Korean airline Jeju Air.

Former advertising campaigns from the airline have included the K-pop groups Boys Republic and Big Bang.

According to a Jeju Air spokesperson, the decision to choose Lee for the campaign was due to the actor's recent surge in popularity among potential travelers in their key demographic.

"We decided to choose Lee Min Ho after seeing that he has the most fans in their 20s to 40s in China, Japan, Thailand, the Philippines, Hong Kong and other Asian countries, which will be major stopping points for Jeju Air," the airline spokesperson told eNEWS.

According to a source identified as a Taobao affiliate; the Chinese company was also hoping to cash in on the actor achieved on the television with "The Heirs."

"We selected Korean actor Lee Min Ho as the model, who has been a sensation in China, in order to earn trust from consumers," the source said.

According to one production assistant, Lee caused a major stir just filming the Taobao spot.

"More than 5,000 people gathered to see Lee Min Ho, but the exact number was hard to tell," he said.

"We placed 200 security guards in order to block them from getting nearer, but they all waited until Lee Min Ho finished filming. We were touched to see Lee Min Ho smiling and being calm throughout filming despite the crowd."