Via tokyohive: It has become a recent trend for major convenience store chains in Japan to sign endorsement deals with Korean celebrities. Tokyohive previously reported that Tohoshinki (TVXQ) and Shoujo Jidai (SNSD) would be starring in a new commercial for 7-Eleven starting this month. On top of that, 'Winter Sonata's' Bae Yong Joon has also signed a contract with Family Mart near the end of June 2011. There's no stopping the Korean wave as it has been revealed on July 15th that Korean actor Jang Geun Suk has signed a one year endorsement deal with LAWSON. With LAWSON being a company that markets to women, they've produced various kinds of sweets and bentos (lunch boxes) specifically for women. Jang Geun Suk is currently very popular among Japanese women, so LAWSON will be using his charm to directly go after the female consumers. Jang Geun Suk will serves as the image character for the store as well as star in two commercials throughout his one year contract. There will also be limited edition goods and special tie up products sold at various times. Family Mart turned to Bae Yong Joon's immense popularity from his starring role in 'Winter Sonata'. With Bae Yong Joon being one of the main pioneers to bring Korean dramas to the forefront in Japan, he will help target the more mature female consumers. The first special campaign will be a special "birthday memorial wine" that will be sold on August 29th for his birthday, on top of special original goods. Tohoshinki and Shoujo Jidai have already been featured in 7-Eleven ads for a campaign to win special original items. When you purchase the targeted items, you get a free screen saver for your cell phone or computer. With the help of Tohoshinki and Shoujo Jidai, 7-Eleven is looking to reach the younger consumers. Convenience stores play a big part in a typical Japanese person's life. With Korean celebrities signing endorsement deals with these companies, it only proves that the Korean wave is starting to become a bigger part of the Japanese lifestyle. Source: ORICON