Lee Junho Becomes Cuckoo’s Global Ambassador as Brand Expands Overseas

Singer-actor Lee Junho of 2PM has been named the new global brand ambassador for Cuckoo, as the home appliance company looks to strengthen its presence in overseas markets.

Cuckoo has expanded Junho’s role beyond Korea, appointing him as a global ambassador covering Asian markets and the Americas. The move comes alongside an extension of his domestic model contract and appears to reflect the brand’s broader push to raise its global visibility and reinforce its market position.

From domestic model to global face of the brand

Cuckoo and Lee Junho have reportedly worked together since 2022, building what the company describes as a successful partnership.

Based on that relationship, the company has now widened his role from local advertising model to a broader global ambassador position. The goal, according to the report, is to introduce Cuckoo’s technology and brand value to more customers outside Korea and strengthen the company’s influence in international markets.

Why Lee Junho fits the campaign

The report highlights Junho’s refined and soft image as one of the main reasons the partnership has worked so well.

Cuckoo has reportedly used that image to develop campaigns that blur the line between premium kitchen appliances and lifestyle home appliances, while continuing to promote the message of “elevating everyday life through appliances.”

That consistent branding appears to have helped the company deepen its connection with consumers over the past few years.

He will front Cuckoo’s premium appliance lineup

As part of the expanded ambassador role, Lee Junho is expected to represent a wide range of Cuckoo products, including:

• water purifiers
• AI induction cooktops
• food waste processors
• vacuum cleaners
• air purifiers

The report frames him as the representative face of the company’s premium lifestyle and gourmet appliance lineup, suggesting that Cuckoo sees him as a key figure in unifying the brand’s image across categories.

Malaysia also becomes a major focus

One notable part of the expansion plan is Malaysia, which the report identifies as Cuckoo’s biggest overseas base.

Lee Junho is expected to also serve as a representative ambassador there, with the company planning larger-scale campaigns that combine his global recognition with messaging tailored to local consumers. That detail suggests the new ambassador role is not just symbolic. It appears tied to a more active regional growth strategy, especially in markets where Cuckoo already has a strong foothold.

With this appointment, Cuckoo seems to be betting that Lee Junho’s polished image and cross-market appeal can help carry the brand beyond its domestic success and into a more aggressive global phase.