South Korean actress Lee Da-hae has taken on a new role as a senior advisor for a Chinese company specializing in live commerce, content production, and multi-channel network (MCN) services, leveraging her celebrity influence to drive cross-border business initiatives.

In a YouTube vlog posted June 30 on her personal channel 1+1=Lee Da-hae, the actress detailed her new role, which involves introducing and promoting Korean products to the Chinese market through livestream sales and content campaigns.

"The company also handles distributing and promoting Korean brands in China," Lee said during the video.

"Today, I'm attending a selection meeting to test and review products for upcoming live broadcasts."

The "My Girl" actress, who married K-pop singer SE7EN in 2023, shared behind-the-scenes moments from her Shanghai-based schedule, including interactions with the company's young staff.

One employee praised her work ethic, saying, "She's a perfectionist and someone we can learn so much from."

Despite her long-standing entertainment career, Lee admitted that her transition into business was initially daunting. "At first, it was hard. I was afraid to take on this role as a foreigner, but eventually, I got used to it," she said.

"People are adaptable creatures. Don't be afraid—live boldly and have fun."

Lee toured a massive product warehouse, joking that it resembled a "hypermarket," and noted that she tried on dozens of outfits for promotional shoots.

"They asked me to try on something cute, but I'm the advisor—I need to maintain some dignity!" she said with a laugh.

Her success in the new role is already measurable. According to reports cited in previous coverage, Lee helped generate more than ₩20 billion (approximately $14.8 million USD) in product sales during a single 30-minute livestream broadcast.

While remaining active in the Korean entertainment industry, Lee continues to expand her reach in China.

Her recent efforts to promote national prestige through business and cultural collaboration have drawn praise from fans in both countries.

"They say I'm doing it to boost national prestige," she said humbly. "But I'm not sure if I'm doing a good job."

Lee Da-hae, once known primarily for her dramatic roles, now stands at the intersection of Hallyu and global commerce, using her platform to open new doors for Korean brands and redefine what it means to be a modern celebrity.