Being advertised in Times Square in Midtown Manhattan in New York City is such a great feat that stars take it as a source of great pride and achievement.
And why not? The flashy LED billboards tower and dazzle over the busy street and throngs of passersby, adding more glitter to the place dubbed as “The City That Never Sleeps.”
The prestige attached to it has a lot to do with its extravagant price tag.
According to an Investopedia article, there are nearly 380,000 pedestrians that go through Times Square every day, including another 115,000 drivers and passengers in the area.
The large volume of people and the prime location drive the high rates of digital ad placements in the world's most famous intersection.
“It costs between $1.1 and $4 million a year to buy advertising space in Times Square. In contrast, a Times Square billboard cost for a day can start at $5,000 and go up to well over $50,000. Moreover, it can cost up to $3 million per month to advertise on Time Square's largest billboard,” wrote Adam Hayes.
Recently, Kapuso actress Heart Evangelista was featured in the popular landmark for an ad campaign.
Times Square, which is also a tourist destination, has seen an increase in Asian celebrities being flashed on its billboards.
This only proves that brands, advertisers, and even generous fans, still value the prestige that comes from being featured in Times Square even in today's online-driven marketing.
So with that said, we take a look at the Asian personalities who graced the bright lights of the Big Apple.
The Kapuso actress is the latest Filipina to appear in Times Square in New York.
“Waking up with my face in Times Square NY is so surreal,” Heart said after seeing the billboard's pictures.
The ad was for New York-based brand Ia's Threads by Ia Faraoni, a sustainable and ethical fashion brand.
The former beauty queen graced one of the billboards in Times Square in September last year.
“My photo was up in TIMES SQUARE for a few moments last Tuesday night! So crazy!” she happily wrote on Instagram.
TRUE Model Management, the agency which Mariel is part of, sponsored the billboard to promote its talents.
Mariel represented the Philippines at the 2017 Miss International.
The phenomenal K-pop group was featured several times in Times Square. Their appearances were either part of an ad campaign for an endorsement or paid for by their loyal fans to mark special milestones.
In 2017, the group was featured to promote BT21's collaboration with Line Friends.
The following year, however, saw the hit-making crew appearing in Times Square more than once.
Korean electronics brand Samsung rented out an ad space to mark the group's fifth anniversary and also to announce their flagship smartphone, G7 ThinQ.
BTS fans also funded a celebratory ad celebrating the group's anniversary and flashed in Times Square.
Another Times Square regular is the K-pop group EXO. Fans of the Seoul-based group are happy to fork out large sums of cash to sponsor an ad to show their love to their talented idols. It's not rare to see an ad featuring individual members and the entire group in celebration of special occasions like birthdays and anniversaries.
South Korean rapper Lee Tae-yong or Taeyong of the Korean boy band NCT personally visited Times Square in June 2017 to see the birthday billboard prepared for him by his fans. The grand gesture was a few days in advance as his real birthday falls on July 1.
Malaysian singer-songwriter Yuna has appeared in Times Square a total of three times already.
The US-based singer was the face of Spotify's campaign to celebrate successful Asians living in the States.
The Korean actor and 'Crash Landing On You' star invaded New York in December last year after an ad sponsored by luxury watch brand, OMEGA, appeared in Times Square.
The popular Korean actor made history in 2018 when he became the first Korean actor to appear on a Times Square billboard. The bright LED ad was sponsored by the actor's loyal Chinese fans.
Singer and former 'Miss Saigon' star Lea Salonga appeared in Times Square in December 2015 in a promo ad for the musical Allegiance.
Fans of the two Chinese actors happily sponsored multiple electronic billboards in Times Square featuring both stars in 2019. Xiao Zhan and Wang Yibo appeared in the Chinese TV series, 'The Untamed.'
The K-pop all-girl group towered over New York in May 2019 after they were featured on seven big screens in Times Square. The group has graced Times Square a couple of times as well, with some funded by their ardent fans to show their support to the popular group.
The talented Kapuso singer appeared on a glitzy Times Square electronic billboard as Spotify Philippines' EQUAL playlist featured artist.
EQUAL was designed by Spotify as a platform to highlight female artists and foster gender equality in the music scene.
“TIMES SQUARE, NEW YORK BABYYYY!!! Just SURREAL. Big thank you @spotify! This is a dream come true!” wrote Julie Anne on Instagram.
YouTube sensation Mimiyuuuh and boy group SB19 appeared on the New York billboard as part of an advertisement for a popular soft drink brand. Also on the ad were actors Kathryn Bernardo and Daniel Padilla.
“YOUR GHORL IZ POPPIN!!! NEW YORK TO L.A B**CH!!!!!” Mimiyuuuh wrote on Instagram, sharing photos of their ad at Times Square.
“FOREVER THANKFUL FOR EVERY OPPORTUNITY THAT COMES MY WAY!!” she added.