Bae Yong-joon Worth 9.5 Billion Won

Hallyu star Bae Yong-joon is taking the lead in exporting Korean cultural content through a new book and other projects. Keyeast, the firm specializing in cultural content of which Bae is a major stockholder, revealed Friday on its Web site (www.keyeast.co.kr) that profits in the first half of the year amounted to 9.5 billion won.

In May, the firm became the largest stockholder of Digital Adventure (DA), a Japanese digital contents distribution company, and the merge will make way for more lucrative business developments in Japan in the latter half of the year.

In September, Bae will publish a photo essay in Korea and Japan introducing beautiful travel sites around the country.

The 36-year-old actor will hold a large-scale event inviting some 100,000 fans from all over Asia including China, Hong Kong, Taiwan and Singapore on Sep. 29 and 30 at the Tokyo Dome. His ``Winter Sonata’’ co-star Choi Ji-woo will join him to promote an animated version of their hit TV series, which is slated to air in Japan in October. The event will also showcase various cultural and traditional themes.

Keyeast also plans to support craftsmen of the Korean traditional arts through exhibitions and publications.

``The majority of Keyeast’s 2009 profits are expected to come from the September showcase,’’ said Kim Ki-hong, CEO of Keyeast, in a press release.

(Source: Koreatimes )