The intersection of professional sports and celebrity culture in Taiwan has reached a fever pitch, driven largely by a wave of South Korean cheerleaders who have transformed from sideline entertainers into massive commercial powerhouses. At the center of this phenomenon is Lee Da-hye, whose influence has extended far beyond the baseball diamond and into the heart of Taiwan’s consumer market.
As of April 2026, Lee has develop into a symbol of a broader “exit trend” of Korean talent migrating to Taiwan. While reports from various news outlets suggest that Lee has declined high-paying offers to return to South Korean baseball teams—expressing a firm desire to remain in Taiwan—her decision is mirrored by a commercial trajectory that makes her presence in the region an invaluable asset for local businesses.
For global sports observers, this shift represents more than just a change in personnel; it is a strategic realignment of sports entertainment. The “K-cheerleader” effect is currently being leveraged by legacy Taiwanese companies to bridge the gap between traditional brand identities and a younger, digitally native demographic.
The Commercial Magnetism of Lee Da-hye
Lee Da-hye’s ability to move products is backed by significant data. In 2026, a well-known Taiwanese ice cream brand enlisted Lee for her third separate endorsement deal, citing the immense success of her previous campaigns according to reports on brand youthfulness. The efficacy of her reach was established as early as 2023, when promotional videos featuring Lee garnered over 610,000 views on Facebook and more than 2 million views on YouTube within a single month via Line Today.
Beyond the numbers, Lee has invested in cultural integration to deepen her connection with the local audience. She has been seen practicing the Taiwanese language, specifically attempting phrases related to traditional “grocery stores” and “popsicles,” which has further endeared her to fans who appreciate the effort to embrace local heritage.
A Strategic Shift for Taiwanese Legacy Brands
The trend of hiring Korean cheerleaders is not limited to Lee Da-hye. Other prominent figures, such as Byeon Ha-ryul and Lee Ya-young, have become essential tools for “old-brand” Taiwanese companies seeking a “youthful” image makeover.
Byeon Ha-ryul has demonstrated similar viral potential. A promotional video for biscuits featuring Byeon reached 1.09 million views on YouTube, while a Lunar Recent Year advertisement for egg rolls in 2025 surged past 3 million views, becoming one of the highest-performing pieces of content on the company’s channel as detailed by Line Today.
Similarly, Lee Ya-young has been utilized to promote health and wellness products. She previously collaborated with a biomedical brand to promote whey protein drinks and served as a one-day store manager for a physical retail location. The impact was immediate, with limited-edition products selling out instantly upon release per verified reporting.
Why the ‘K-Cheerleader’ Model Works
Marketing experts, including Hu Heng-shi, note that the appeal of these cheerleaders lies in their ability to attract a younger audience that traditional legacy brands often struggle to reach. By associating their products with the energetic, athletic, and modern image of Korean cheerleaders, these companies can revitalize their brand image and expand their customer base via Line Today.
| Cheerleader | Product Category | Key Performance Metric |
|---|---|---|
| Lee Da-hye | Ice Cream | 2M+ YouTube views (2023 campaign) |
| Byeon Ha-ryul | Egg Rolls (2025) | 3M+ YouTube views |
| Byeon Ha-ryul | Biscuits | 1.09M YouTube views |
| Lee Ya-young | Whey Protein | Physical store sell-out (One-day manager) |
The Broader Implications for Sports Entertainment
The migration of these athletes and entertainers suggests a growing synergy between the South Korean entertainment machine and the Taiwanese sports market. The phenomenon has evolved from simple cheering on the sidelines to a comprehensive integrated marketing strategy that spans online viral content and offline retail events.
This “brain drain” from the Korean cheerleading industry, as some regional media have described it, highlights the competitive nature of the sports entertainment business. When talent finds a market where they are not only appreciated for their performance but are also treated as A-list commercial ambassadors, the incentive to return home—even for higher base salaries from sports teams—diminishes in favor of the diversified income and fame found in Taiwan.
As the 2026 season progresses, the influence of Lee Da-hye and her colleagues continues to shape how Taiwanese brands approach the youth market. Their success underscores a global trend where the boundaries between sports, idol culture, and corporate marketing are becoming increasingly blurred.
With further endorsements expected throughout the year, the industry will be watching to witness if other Korean talents follow this blueprint for international success.
Do you think the “idolization” of cheerleaders enhances the sports experience or distracts from the game? Share your thoughts in the comments below.