Actress Shim Eun-kyung Embarks on Overseas Payment Campaign as Beloved 'Bu-chae' Sim Eun-ja

Actress Shim Eun-kyung is generating significant buzz with her alter ego, 'Sim Eun-ja,' and is now stepping forward as the face of an overseas payment campaign.

Her agency, PangPare, announced on the 25th that Shim Eun-kyung has been selected as the model for Kakao Pay's overseas payment campaign, titled 'Cash is Uncoo.' This promotional initiative aims to highlight the convenience of Kakao Pay's overseas payment services by addressing the common inconveniences associated with foreign currency transactions during international travel.

Kakao Pay explained their choice of Shim Eun-kyung by stating that her status as a globally active and renowned actress makes her the ideal candidate to effectively convey the campaign's message. They further expressed confidence in her ability to embody the campaign's concept of an alter ego, 'Sim Eun-ja,' citing her outstanding acting skills, approachable image, and popularity among the MZ generation.

In the campaign, Shim Eun-kyung's character, 'Sim Eun-ja,' is portrayed as a student on a working holiday in Japan who loves to travel. She is depicted as leading a busy life, journeying not only through Japan but also to destinations like Taiwan and Switzerland. Notably, 'Sim Eun-ja's' social media account has garnered over 24,000 subscribers within just three weeks of its launch, and the campaign videos have surpassed 10 million views, sparking considerable attention.

Kakao Pay's marketing team expressed gratitude for the overwhelming response, noting that while they anticipated positive results due to Shim Eun-kyung's appeal, they did not expect such explosive popularity even before the campaign's full launch. They also teased that more engaging content is planned for release soon.

Meanwhile, Shim Eun-kyung recently captivated the fashion industry and the public with her sophisticated suit styling on the red carpet at the opening ceremony of the Busan International Film Festival. Her starring film, 'Travel and Days,' received the Golden Leopard, the grand prize at the Locarno International Film Festival, and was subsequently nominated for the newly established competition section at the Busan International Film Festival, earning critical acclaim and solidifying its status as a talked-about film. Shim Eun-kyung is scheduled to meet with domestic audiences with 'Travel and Days' this winter.

Shim Eun-kyung made her acting debut in the 2011 drama 'Road No. 1.' She gained widespread recognition for her role in the 2014 film 'Miss Granny,' which earned her numerous awards, including Best Actress at the Baeksang Arts Awards. Her international career includes acclaimed performances in Japanese films like 'Bleach' and 'The Journalist,' for which she won Best Actress at the 44th Japan Academy Film Prize.