Behind the scenes: Lee Kwang Soo’s new ad for LINE in Malaysia

  • TV
  • Thursday, 16 Apr 2015

South Korean star Lee Kwang Soo of Running Man fame.

LINE will be introducing a new reward programme called LINE Mileage on its platform. In conjunction with the launch, the company has hired popular Korean celebrity Lee Kwang Soo as the face of LINE Mileage in Malaysia.

The Running Man actor will star in a series of TV commercials which are slated to air on April 17.

“I’m glad to be able to meet my fans in Malaysia through this great opportunity with LINE Malaysia. Hope everyone gets to enjoy the most exciting benefits through LINE Mileage while chatting on LINE,” Lee said in a press statement.

So, how does LINE Mileage work? For every one message sent via LINE, users will receive 1 Friendship Point to be accumulated into their BCARD. Collect points and then redeem them for rewards from brands such as Starbucks, Chatime, Zalora and Lazada.

For more on LINE, go to and on BCARD go to

Article type: metered
User Type: anonymous web
User Status:
Campaign ID: 1
Cxense type: free
User access status: 0
Subscribe now to our Premium Plan for an ad-free and unlimited reading experience!

Others Also Read