Baskin-Robbins announced on 20 August that actor and model Byeon Wooseok, best known for his role in the drama Lovely Runner, will be its new brand ambassador and will begin full-scale activities in September.

Byeon Wooseok played the role of Sunjae in the recently concluded tvN drama ‘Lovely Runner,’ which sparked the ‘Sunjae craze’ and exploded in popularity both at home and abroad. Baskin Robbins said that Byeon Wooseok's bright and fresh image, as well as the trendy charm he demonstrates through his various activities, are in line with the brand's image, so he was chosen as the model.

In fact, Byeon Wooseok has expressed his love for Baskin-Robbins on social media and in interviews, and recently made a guest appearance on the brand's YouTube channel, where he personally mentioned ‘PUSS IN BOOTS,’ ‘Almond Bonbon,’ and ‘Mint Chocolate Chip’ as his favourite ‘Bara Pick.

Baskin-Robbins recognised Byeon Wooseok's love and interest in the brand and appointed him as an ‘Honorary Researcher’. Baskin-Robbins and Byeon Wooseok will co-develop the flavour of the month, which will be released on 1 September, and conduct various marketing activities, including the first unveiling of the new product at an ‘untubed show’ event.

Meanwhile, Baskin Robbins will be holding a pre-application for the Untouchable Show on its official Instagram channel to be the first to experience the September flavour of the month. Winners will have until midnight on the 20th to comment on the event post with a question they would like to ask ‘new researcher’ Byeon Wooseok.

A total of 60 winners will be announced on the 21st and will have the opportunity to have a special meeting with Baskin-Robbins' new brand model, Byeon Wooseok, and be the first to taste the new flavour of the month at the September Flavour of the Month Untitled Show Vol. 4 at Workshop by Baskin-Robbins on the 24th.