Son's value as an advertising model has been skyrocketing with his growing presence in the English Premier League, and companies are in fierce competition to sign a deal with the footballer.

Son Heung-min of Tottenham Hotspur is fast becoming one of the most sought-after advertising models in Korea.

Food manufacturer Nongshim has signed Son to promote its best-selling instant noodles.

"We decided to go with Son because he is well-matched to the global image of our product," a company spokesman said.

He has already modeled for CJ Cheiljedang's Bibigo, Gilette, Coca-Cola, Powerade, KEB Hana Bank, and SK Telecom. Binggrae, for whom Son is modeling for ice cream, said sales from March to May have soared 36 percent compared to a year ago.

An industry insider said, "Son is one of the top two along with Bangtan Boys, also known as BTS, in terms of highest-paid models in Korea."