Developers have been hiring celebrities to advertise their apartment brands to borrow a little of the stars' glamour for their properties. That leads inevitably to the question: where do these stars themselves live? As it turns out, none of them live in the apartments they advertise.
Actress Lee Young-ae, who is the model for GS Engineering and Construction's Xi brand of apartments, lives in a luxury villa in Hannam-dong, Seoul after she got married and moved out of her parent's home in eastern Seoul. The villa called Hill Top Treasure measures 267 sq. m and costs between W2.4 billion and W2.7 billion (US$1=W1,202). Actor Kim Myung-min, who advertises LIG Construction's Liga line of apartments, is Lee's neighbor.
Actor Jang Dong-gun has been modeling for POSCO Construction's apartment brand for eight years now. Before he got married, Jang lived in a luxury villa in Jamwon-dong, but when he married actress Ko So-young, they moved to another luxury villa in Heukseok-dong. Actress Kim Tae-hee, who advertises Daewoo Construction's Prugio apartments, lives in a villa in Oksu-dong with her parents. Actress Son Ye-jin, who models for SK View apartments, has a luxury villa in Samseong-dong that costs at least W3 billion. Fellow actress Song Hye-kyo lives in the same complex.
"Celebrities usually don't live in the apartments they advertise, since they're too expensive for construction companies to give away as part of their endorsement and the stars don't want to go through the hassle of moving," said a staffer with one construction company. One estate agent specializing in luxury villas, said, "Celebrities want privacy, and unlike apartments, villas offer lots of it."