Following the smash success of Crash Landing on You and Hyun Bin ’s increasing popularity, global endorsement deals are landing at the actor’s feet, despite the challenges brought about by the global pandemic. There's no slowing down Hyun Bin. The actor was recently launched as the face of Smart Communications, one of the Philippines’ largest mobile service providers. “I decided to take part in the Smart campaign because the fans in the Philippines are the warmest in the world,” Hyun declared. Smart Communications’ senior vice-president Jane Basas referred to the star as a “priceless investment” and explained that the “Hyun Bin phenomenon” in the Philippines is thanks in large part to digital technology. Due to lockdown restrictions, Hyun’s commercial had to be shot entirely in Seoul, while in video coordination with the creative team in the Philippines. “Because of technology, this has brought me to the fans closer than ever especially during these challenging times,” he said. “I am thankful that I am given a way to reach out to everyone in the Philippines.” View this post on Instagram A post shared by PUBLICITYASIA (@publicityasia) on Jun 13, 2020 at 4:12am PDT Filipino fans await the day he can finally come over to visit. Crash Landing on You: top stories about the K-drama stars – in review Surprised with the success of Crash Landing on You , Hyun reflected on why he thinks Captain Ri became so popular. “The role of Ri Jeong-hyeok had more warmth and innocence compared to the other roles that I have acted. I think it was more special in terms of expressing the role,” he said. View this post on Instagram A post shared by Binjin️ (@binjinshearteu) on Jun 5, 2020 at 5:52am PDT New fans of Hyun have become curious about his previous work, such as the 2018 film Negotiation , where he first teamed up with his Crash Landing On You love interest, Son Ye-jin . It is also where Hyun assumed the role of the villain for the first time. View this post on Instagram A post shared by 안영희 (@heeyacnc) on Oct 4, 2018 at 3:42am PDT “I worked hard to portray the complex emotions that this character had,” he recalled. “I looked for different ways to approach the scenes, for example, being gentle and soft for a scene that would otherwise be intense.” Hyun is currently shooting his upcoming film, Bargaining . Taking on the role of an intelligence service agent, “Hyun Bin will showcase a new kind of impressive acting that will be entirely different from previous projects,” revealed the actor’s agency, Vast Entertainment. BTS’ Kim Seok-jin is enlisting: how does military service impact a K-pop star’s career? Looking back at his career so far, Hyun talked about what he has gained from it. “I’ve found stability. I think I’ve become stronger and more relaxed. I’m more curious and interested in work, and there are more things I want to express,” he said. View this post on Instagram A post shared by Hyun Bin | 현빈 (@withhyunbin) on Mar 28, 2020 at 4:17pm PDT “With this job [acting], it’s not something you can ignore. But it’s something you can achieve by trying, so I believe it’s outside the boundaries of the things I can control,” he added. Years of experience have taught Hyun to just focus on what he can do. “Then it gets simple. All I have to do is to prepare well and show good acting.” Want more stories like this? Sign up here . Follow STYLE on Facebook , Instagram , YouTube and Twitter .