South Korean entertainer Rain poses in Shanghai as a new endorser for a Chinese food brand, on Sunday, September 23, 2007. [Photo: xmnext.com]

South Korean singing phenomenon, Rain, appeared in Shanghai on Sunday as a new endorser for a Chinese food brand. This is reportedly the first Chinese brand he has promoted.

The singer's Shanghai concert was finally slated for October 6, after several postponements. Rain will also play on Monday night for the 2007 Asia Arts Festival in Nantong, a city not far from Shanghai, and is set to headline a special show, held by China Central Television this week, to celebrate the traditional Mid-Autumn Festival, which falls on September 25 this year.

The pop singer and actor, whose real name is Jeong Ji-hoon, enjoys a large fan base throughout Asia. He has been dubbed the "Asian Justin Timberlake" and was named one of the world's most influential people by TIME magazine last year.

(CRI.cn September 24, 2007)