The New York Times > International > Asia Pacific > What's Korean for 'Real Man?' Ask a Japanese Woman: "Consider Yon-sama, the $2.3 Billion Man.

A 32-year-old South Korean actor past his prime in his homeland, he has become, thanks to a syrupy television series, the most popular man in Japan, the object of desire of countless middle-aged women, the stimulus behind an estimated $2.3 billion rise in economic activities between Japan and South Korea."