CUCKOO Malaysia leans back into Korean star power with Lee Junho

CUCKOO International Malaysia has appointed Lee Junho as its global brand ambassador, marking an expansion of a partnership that began in South Korea in 2022.

The move signals a broader push by CUCKOO to strengthen its positioning as a “Healthy home creator” across multiple markets, with Lee set to represent the brand in Malaysia, Singapore, Brunei, the United States and other parts of Asia.

In his expanded role, Lee will front campaigns aimed at driving awareness of CUCKOO’s wider wellness ecosystem, spanning products such as water purifiers, air purifiers, rice cookers and dishwashers.

Zooming in on Malaysia, Lee joins the brand’s existing ambassadors, Siti Nurhaliza and Phei Yong, forming a trio that blends global star power with local resonance to support the brand’s #SAMASAMAHealthier platform.

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For several years, CUCKOO Malaysia had featured South Korean actor Lee Minho, whose presence featured across social posts, billboards, promotional materials and brand films alongside Siti Nurhaliza. He was tapped to spearhead the #SAMASAMAHealthier platform in 2022, before gradually stepping back from end 2023.

Since then, the brand shifted its focus towards its local ambassadors, Siti Nurhaliza and Phei Yong, as well as a brief stint with Jaclyn Victor. The absence of Lee Minho did not slow momentum, with CUCKOO continuing to roll out campaigns across multiple touchpoints, alongside on-ground activations and events featuring its ambassadors.

Most recently, CUCKOO Malaysia also introduced its new brand mascot, Hepi, launched with fanfare through appearances by Yong and Siti.

According to Queenie Goh, chief marketing officer of CUCKOO Malaysia, Lee Junho's appointment reflects a deepening relationship built on shared values.

“True excellence is born from patience and shared convictions, a belief that has seen CUCKOO’s relationship with Lee Junho mature from a Korean partnership in 2022 into a powerful global alliance today,” she said.

She added that Lee’s discipline and lifestyle align closely with the brand’s “Beyond Standards” philosophy, positioning him as more than just a spokesperson, but a reflection of the brand’s values.

The announcement comes amid a high point in Lee’s career. Following the success of King the Land in 2023, he has continued to gain global traction with leading roles in the 2025 Netflix series Cashero and the tvN drama Typhoon Family. Cashero has also topped Netflix’s Global Top 10 TV (non-English) category, further cementing his international appeal.

CUCKOO said Malaysians can expect to see Lee featured across a nationwide billboard rollout, alongside digital content on the brand’s social media platforms. The appointment also sets the stage for upcoming brand initiatives and experiential fan engagements aimed at building closer connections with consumers.

The partnership underscores CUCKOO’s continued investment in celebrity-led marketing as it scales its presence across markets, while reinforcing its broader ambition to promote healthier, happier living through its range of home and wellness solutions.

Recently, Japanese beauty giant Kao Corporation accelerated the global growth of its skincare brand Bioré, marking its entry into South Korea alongside the rollout of a unified global campaign featuring K-pop group Stray Kids.

The move underscores Bioré’s ambitions to strengthen its international footprint, with the brand already present in 66 countries and regions across Asia, the Americas and Europe. Its expansion into South Korea, widely regarded as a trendsetting hub for global beauty, signals a strategic push into one of the most influential skincare markets worldwide.

In 2025, Colgate partnered with South Korean singer and actress IU to promote its "optic white purple" toothpaste, tapping into the global reach and influence of the K-pop star.

The campaign, which spans Singapore, Malaysia, the Philippines, Indonesia, and Hong Kong, features a series of social media posts with IU endorsing the product. In the videos, she describes the purple variant as her personal “beauty hack” and “the secret” to her whiter smile.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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