"What kind of luck did I receive that people would still come to me even if I do what I want?"

Lee Hyori's convictions and sincerity, who returned to the commercial advertising industry after 11 years and earned over 4.2 billion won, is attracting attention.

In 2012, Lee Hyori declared that she would stop all commercial grants except for public service advertisements, saying, "It’s not that I lost weight by eating that thing, or that I became pretty by using that cosmetic, but I had to say that..." She has shared her thoughts on authenticity as an advertising model.

In July 2023, Lee Hyori officially announced her return to advertising with a short and strong message on social media saying, "I want to do ads again. For advertising inquiries, contact Antenna Music." She later appeared on the YouTube channel 'Zzanbro' and expressed her reasons, saying, "I want to earn a lot, spend a lot, and donate a lot."

Lee Hyori also revealed the behind-the-scenes story of her advertising comeback. She said on YouTube, "Antenna had no idea. Everyone in the family was on vacation that day, and Lee Sang-soon didn’t know either. I posted it spontaneously, but the Deputy Minister of Antenna was surfing at the time. I had my phone off for two days," which drew laughter.

Jung Jae-hyung remarked at a gathering of Antenna artists, "In fact, last year's sales for Hyori were similar to the sales we have made over the past 20 years," and Lee Sang-soon nodded, saying, "I think the number of invitations to Hyori last year was the highest across all of Antenna."

Regarding her reason for resuming advertising, Lee Hyori stated, "The dance team wants to use Holy Bang, and the composers and music video producers want to spend several hundreds of millions, but I felt sorry asking for it," adding, "The fans want it, and I wanted to show it. Why did I say I wouldn’t shoot? I want to earn a lot, spend a lot, and donate a lot."

She also added, "The amount I donate definitely decreases compared to when I'm shooting a CF. Thankfully, a lot of CFs are coming in. I am always grateful to those who like me this much."

Recently, Lee Hyori has donated millions of won, actively practicing her philosophy of 'earning a lot and sharing a lot.' Her return to advertising after 11 years was another embodiment of 'Lee Hyori's unique essence' filled with her personal values and authenticity.

[Photo] OSEN DB, provided

[OSEN]