Two Asian tourism companies are aiming to harness the rise of South Korean pop culture to boost their own popularity in Asia.

Singapore-based Kayak.sg has employed actor musical star Kang Ha-neul (pictured top) as its new brand ambassador for Asia, while Madame Tussauds Hong Kong is adding Park Hae-jin to its collection of Korean stars.

Kang, the actor and singer who has starred in films such as Twenty and Dongju: The Portrait of a Poet, will take part in Kayak’s online and offline promotional activities across the region throughout 2017, including social media coverage. He will also be introducing his own personal travel tips.

“I love to travel but it can be difficult to plan the ideal vacation at times,” said Kang. “As a fan of Kayak, I am excited to share my experiences on how to plan the perfect trip with their features.”

Madame Tussauds Hong Kong meanwhile, has announced that a new waxwork of Korean celebrity Park Hae-jin will be unveiled in March. The actor, who is known for roles in TV dramas such as My Love from the Star and Doctor Stranger, will join other Korean stars at the attraction’s ‘K-Wave Zone’, including Suzy Bae, Lee Jong-suk and Kim Soo-hyunat.