Actor Kim Soo-hyun, right, poses with President Yoon Suk Yeol during the Taxpayers’ Day event at COEX in Seoul, March 3, after being named this year’s model taxpayer. (Courtesy of the Office of the President)

As part of its strategy to inspire more members of the public to take action, the Korean government regularly appoints celebrities to serve as messengers for its policies.

Celebrity endorsements are a powerful tactic that government agencies use to draw attention to and reinforce the messages that they are trying to publicize since familiar figures can induce a more favorable response to government bodies from the public.

Not only K-pop idols and actors, but athletes who made significant contributions to Korea’s global image are widely sought as honorary ambassadors.

The National Tax Service (NTS) has a tradition of awarding the honorary title of “model taxpayer” to individuals and corporations who have faithfully paid their taxes and hence are seen as having contributed to society.

Every Taxpayers’ Day, on March 3, two celebrities are selected to be honorary goodwill ambassadors. This year, actors Kim Soo-hyun and Song Ji-hyo became the faces of NTS.

“We appointed them as honorary ambassadors, because they not only faithfully paid their taxes but used their influence to give back to those in need through financial donations and volunteer activities,” NTS said in a statement.

Celebrity goodwill ambassadors for NTS pose for posters, appear in infomercials and even help prepare tax returns.

Yang Hak-seon, right, 2012 Olympic vault gold medalist, poses with Justice Minister Han Dong-hoon at the Government Complex Gwacheon, Gyeonggi-do Province, after being appointed as the ministry’s honorary ambassador, January 17. (Courtesy of the Ministry of Justice)

Well-regarded sports stars are another good example of public service ambassadors.

In January, the Ministry of Justice appointed the gold medalist in the vault from the 2012 Olympics Yang Hak-seon as its honorary ambassador. Yang recently appeared in the Netflix reality show “Physical 100.” 

“I was deeply impressed by Yang’s tenacity, persistence and work ethic even after becoming the Olympic champion,” Justice Minister Han Dong-hoon was quoted as saying. “In the same way that the vault event has existed since the inaugural 1896 Summer Olympics, the name ‘Ministry of Justice’ has remained constant since the government was set up [in 1948]. I believe the justice ministry’s role is to stick to its basic mission.”

Some government agencies seek out celebrities to get involved with their campaigns.

Actor Kim Jae-won was chosen as an ambassador for hansik (Korean cuisine) last August because the celebrity had expressed an interest in cooking and introduced various fusion menus on the KBS show “Stars’ Top Recipe at Fun-Staurant.” He promoted HANSIK Space E:eum, a culinary exhibition hall in Seoul’s Bukchon Hanok Village where Korean cooking classes are available, and made an appearance at one of its events where foreign participants take a one-day hansik cooking class.

“As an ambassador, I will further raise awareness of hansik on the global culinary scene and promote the taste and health benefits of Korean food to the world,” the actor said.

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