The boys of JYJ have been named the ambassadors for the '2012 Korea Brand & Entertainment Expo (KBEE)'.

This will be the third Korea Brand & Entertainment Expo and scheduled to be held from November 14th to 16th at the Osaka-Intex Exhibition Centre in Japan. This Expo is held in order to promote national Korean brands to various overseas businesses and corporations. 'KBEE 2012' is sponsored by the Ministry of Knowledge Economy and the Ministry of Culture, Sports and Tourism and supervised by the Korea Trade-Investment Promotion Agency (KOTRA) and the Korea Creative Content Agency (KOCCA).

On appointing JYJ as ambassadors, KOTRA said, "JYJ have been selected as the ambassadors for 'KBEE 2012'. We're looking forward to them becoming the icon of exchange between Japan and Korea because they are Hallyu stars that are well loved in both countries."