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#leeminho BB.Q GLOBAL AMBASSADOR Genesis BBQ Group has selected actor Lee Min-ho as its global brand ambassador to accelerate its expansion into the Chinese market. BBQ determined that Lee's trustworthy and sophisticated image aligns with the company's strategy of positioning itself as a "premium K-food representative brand" in China. The company aims to establish BBQ as a reliable global franchise beyond just a chicken brand in the minds of Chinese consumers. Lee Min-ho has maintained high recognition, being named the "most popular Korean actor" in Chinese local surveys. Lee previously served as BBQ'S brand model during the 2020 launch of the "Hot Golden Olive Series." (Seoul Economic Daily | 01.26.2026)