A new series of TV ads for Anchor Beer featuring South Korean pop singer and actor Jung Ji-Hoon, popularly known by his stage name Rain, started airing in Cambodia this week. While huge in the region, Rain is little known in the west, except perhaps for his role in the underappreciated 2006 romantic comedy, I’m a Cyborg, But That’s Ok.

Despite this hurdle, Rain again topped this year’s Time 100 poll, an annual listing of the world’s most influential “heads of state and captains of industry.” The poll is open to all Time Magazine readers, and Rain’s dedicated South Korean and Cambodian fanbase contributed to the singer healthily outpolling competitors including Steve Jobs and Barack Obama, sealing him his third successive victory as the world’s most influential person.

Rain’s TV ads were launched by Anchor Beer’s parent company Asia Pacific Breweries at a press conference at Naga World on Friday, accompanied by a video of the actor introducing himself to the audience and singing the praises of the product.  

Asia Pacific Breweries Marketing Manager Venus Teoh said securing Rain to appear in the TV ads was a coup for the company’s Anchor Beer subsidiary, and would help the beer win new fans among younger Cambodians.

“Rain was selected to be the brand ambassador for Anchor Beer because he is an influential and popular person among youth all over the world, especially in Cambodia. Rain’s personality and characteristics best fit the brand personality and values of Anchor Beer which are ‘fun,’ ‘youth’ and ‘modern.’”

During Rain’s video appearance, he confessed to this being “the first time I’ve drank beer during an interview,” and praised the beer’s taste which he characterized as “soft, and easy to swallow.”

Rain also noted he most enjoys drinking beer “poolside at hotels or after a massage,” and called on his fans to support Anchor Beer the same way they support him.  

Asia Pacific Breweries did not confirm what TV channels the ads are playing on, or how long they will air for.

And despite his enthusiasm for Anchor Beer, Rain won’t be in a position to drink some anytime soon, after enlisting in the South Korean army two weeks ago for two years of mandatory military service.