The Los Angeles Times says Japan is increasingly embracing Asian celebrities such as actor Bae Yong-joon over Hollywood counterparts.
In a Tuesday front page article, the daily said Hollywood celebrities, who once commanded endorsement fees of millions of dollars in the 1990s, are seeing waning popularity in Japan.
The change came after the blockbuster drama "Winter Sonata" starring Bae triggered a Korean pop culture explosion in Japan.
The report said dozens of Japanese companies are scrambling to sign Bae to endorsement deals given his status as Japan's biggest foreign star.
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