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Kim Seok-woo (Korean: 김석우; born August 7, 1996), better known by his stage name Rowoon, is a South Korean actor and singer. He is a former member of the South Korean boy band SF9. He is best known for his acting roles in television series Extraordinary You (2019) and The King's Affection (2021), where he won several awards for his performance in the series.

Key Information

Career

[edit]

2013–2014: Pre-debut

[edit]

Rowoon was introduced as a trainee in FNC Entertainment's reality show Cheongdam-dong 111.[1]

2015–2016: Debut with SF9

[edit]
Main article: SF9

In 2015, Rowoon was a part of pre-debut team, "Neoz School", under FNC Entertainment as a member of the group called Neoz. In May 2016, he participated as a member of "Neoz Dance" in FNC Entertainment's survival show d.o.b (Dance or Band), competing against Neoz Band (later known as Honeyst). "Neoz Dance" won the competition with 51% of the votes and received the opportunity to debut. He debuted with group SF9 in October 2016 with the single "Fanfare".[2]

2017–2022: Solo activities and rising popularity

[edit]

Rowoon began his acting career in television series with a minor supporting role in KBS2's School 2017.[3] Following this appearance, he gradually received more significant roles. In March 2018, he was cast as the female lead's brother in tvN's About Time.[4] By July 2018, he secured another role in SBS's Where Stars Land, for which he was nominated for the New Actor award.[5]

Rowoon at the press conference of Extraordinary You in 2019

On May 9, 2019, Rowoon was confirmed to be the male lead for the first time in MBC's school fantasy drama, Extraordinary You based on the hit Daum webtoon July Found by Chance.[6] After receiving the role of Haru, Rowoon's popularity skyrocketed, launching him into stardom. He was nominated at the MBC Drama Awards with fellow costars, Kim Hye-yoon and Lee Jae-wook, for Best Couple, and was awarded with Best New Actor.[7] Around the same time, Rowoon was featured in NC.A's music video, "Awesome Breeze" (밤바람).[8]

In April 2020, it was revealed that he would be the voice of Branch in the Korean dub of the animated movie Trolls World Tour.[9] In the following month, FNC Entertainment confirmed that Rowoon would star in JTBC drama She Would Never Know, based on the webtoon of the same name.[10] The drama began airing in January 2021.

Rowoon took on the male lead role in the 2021 historical drama The King's Affection. The drama's success led to him winning the Best New Actor award at the KBS Drama Awards.[11] In late 2021, Rowoon became an MC for the 2021 KBS Song Festival along with Astro's Cha Eun-woo and Kim Seol-hyun.[12]

In 2022, Rowoon starred in the MBC fantasy drama Tomorrow where he portrayed the role of Choi Joon-woong.[13]

2023–present: Departure from SF9 and acting work

[edit]
Rowoon in January 2024

In 2023, Rowoon starred in fantasy drama Destined with you which aired on JTBC from August 23 to October 12.[14] During the drama's run, FNC announced that Rowoon would be leaving SF9 to focus on his acting career while remaining with the agency.[15]

Later in 2023, Rowoon was confirmed to star in the historical drama The Matchmakers, which aired on KBS2.[16] His performance in the series earned him the Popularity Award and Top Excellence Award at the 2023 KBS Drama Awards.[17]

On July 3, 2024, it was reported that Rowoon will star in another upcoming historical drama, Takryu.[18]

On March 2, 2025, Rowoon was invited to the 97th Academy Awards at the Dolby Theater in Hollywood, Los Angeles.[19]

Endorsements

[edit]

In 2020, Rowoon became a brand ambassador for the cosmetics brand Klavuu,[20] Gong Cha Korea,[21] and the 2020 Fall/Winter collection by The North Face's White Label.[22] Endorsements with Estée Lauder,[23] SimplyO hair products,[24] Clean Up Beauty,[25] and the clothing brand ANDZ[26] followed in 2021 and 2022. Derma-skincare brand Ilso selected him as their advertising model in 2023,[27] while Isoi Japan,[28][non-primary source needed] Samjin Pharmaceuticals (for their total healthcare brand Wisi Healthy),[29] and Oligio Thailand[30] appointed him in 2024.

Discography

[edit]
Main article: SF9 § Discography

Soundtrack appearances

[edit]
Title Year Album Ref.
"No Goodbye In Love" (안녕) 2021 The King's Affection OST Part 7 [31]

Filmography

[edit]

Film

[edit]
Year Title Role Notes Ref.
2020 Trolls World Tour Branch Voice-over for the Korean-dubbed version [9]
2025 The Last Man: The Movie – First Love Clyde Yoon Japanese film [32]

Television series

[edit]
Year Title Role Notes Ref.
2017 School 2017 Kang Hyun-il / Issue [33]
2018 About Time Choi Wee-jin [34]
Where Stars Land Ko Eun-sub [35]
2019 Extraordinary You Ha-ru [36]
2021 She Would Never Know Chae Hyun-seung [37]
The King's Affection Jung Ji-woon [11]
2022 Tomorrow Choi Joon-woong [13]
2023 Destined With You Jang Shin-yu [38]
The Matchmakers Shim Jung-woo [39]
2025 The Murky Stream Jang Si Yul Main actor [40][41]

Web series

[edit]
Year Title Role Notes Ref.
2016 Click Your Heart Himself [42]
2023 A Time Called You Tae-ha Cameo (Episode 8) [43][44]
2025 The Murky Stream Jang Si-yool Disney+ [45]

Television shows

[edit]
Year Title Role Notes Ref.
2013–2014 Cheongdam-dong 111 Trainee
2016 d.o.b: Dance or Band
Lipstick Prince Cast Member Season 1
2017 Season 2
2018 Law of the Jungle in Patagonia (Episodes 305–310)
King of Mask Singer Contestant as Owl (Episode 163)
Cafe Amor Cast Member with Yoo In-na, Lee Juck, Yang Se-hyung [46]
2021 Kingdom: Legendary War Contestant with SF9
2022 The Idol Band: Boy's Battle Host with Nako Yabuki [47]
House on Wheels Cast Member Season 4 [48]

Hosting

[edit]
Year Title Notes Ref.
2021 KBS Song Festival with Kim Seol-hyun and Cha Eun-woo [49]
2022 Music Bank World Tour: Chile [50]
2023 2023 Music Bank Global Festival Japan with Go Min-si, and Lee Young-ji [51][52]
2023 Music Bank Global Festival Korea with IVE's Jang Won-young
2023 KBS Drama Awards with Jang Sung-kyu and Seol In-ah [53]
2024 2024 KCON Los Angeles July 26 only [54]

Awards and nominations

[edit]
See also: SF9 § Awards and nominations
Name of the award ceremony, year presented, category, nominee of the award, and the result of the nomination
Award ceremony Year Category Nominee / Work Result Ref.
APAN Music Awards 2020 Entertainer of the Year – Male Rowoon Nominated [55]
APAN Star Awards 2022 Excellence Award, Actor in a Miniseries The King's Affection Nominated [56]
Popularity Star Award, Actor Nominated [57]
2023 Best Couple Rowoon with Jo Bo-ah
Destined With You 		Nominated [58]
Global Star Rowoon Nominated
Popularity Award (Actor) Nominated
Brand Customer Loyalty Awards 2021 Best Male Acting Idol Nominated [59]
2022 Won [60]
2024 Male Actor (Hot Trend) Nominated [61]
Brand of the Year Awards 2020 Male Actor Idol of the Year Won [62]
2021 Male Actor Idol of the Year Nominated [63]
Dong-A.com's Pick 2024 Popularity Award Won [64]
Grimae Awards 2019 Best New Actor Extraordinary You Won [65]
KBS Drama Awards 2021 Best Couple Award Rowoon with Park Eun-bin
The King's Affection 		Won [66]
Best New Actor The King's Affection Won
Popularity Award, Actor Won
2023 Best Couple Award Rowoon with Cho Yi-hyun
The Matchmakers 		Won [67]
Popularity Award (Actor) The Matchmakers Won
Top Excellence Award (Actor) Won
Korea First Brand Awards 2019 Male Idol-Actor Award Rowoon Won [17]
2024 Male Actor (Rising Star) Won [68]
Marie Claire Asia Star Awards 2025 Rising Star Award The Murky Stream Won [69]
MBC Drama Awards 2019 Best New Actor Extraordinary You Won [70]
Best One-minute Couple Award Rowoon with Kim Hye-yoon and Lee Jae-wook
Extraordinary You 		Nominated [71]
2022 Excellence Award, Actor in a Miniseries Tomorrow Nominated [72]
SBS Drama Awards 2018 Best New Actor Where Stars Land Nominated [73]
Soompi Awards 2018 Best Idol Actor Award Nominated [74][unreliable source?]

Listicles

[edit]
Name of publisher, year listed, name of listicle, and placement
Publisher Year Listicle Placement Ref.
Cine21 2021 New Actors that will lead Korean Video Content Industry in 2022 5th[a] [75]
Forbes 2024 30 Under 30 – Entertainment (Korea) 1st [76][77]
Celebrity – Career High (Korea) 1st [78]
Celebrity with Both Talent & Personality (Korea) 1st [79][80]
2025 Who is the celebrity who was born a professional entertainer? 1st [81]

Notes

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Rowoon

View on Grokipedia
from Grokipedia
Kim Seok-woo (born August 7, 1996), known professionally as Rowoon, is a South Korean and singer who rose to prominence as a member of the boy band under . He debuted with in October 2016 as a and visual, contributing to the group's music releases and performances until stepping back from group activities in September 2023 to focus on , while remaining an official member. Rowoon began his acting career in 2016 with the web drama Click Your Heart, marking his entry into the industry alongside his music pursuits. He gained wider recognition through supporting roles in youth dramas such as School 2017 (2017) and She Would Never Know (2021), before achieving lead roles that showcased his versatility in historical and fantasy genres. Notable performances include the romantic fantasy Extraordinary You (2019), where he played a charismatic male lead, earning him the Best New Actor award at the 2019 MBC Drama Awards, and the historical drama The King's Affection (2021), which brought him international acclaim for his role as the male lead, the scholar Jung Ji-woon. In subsequent years, Rowoon expanded his portfolio with leading roles in supernatural thrillers like Tomorrow (2022) on Netflix, where he starred alongside Kim Hee-sun as a grim reaper trainee, and romantic fantasies such as Destined with You (2023). His historical sageuk The Matchmakers (2023) further highlighted his chemistry in comedic period pieces, earning him multiple accolades including the Male Excellence Award at the 2023 KBS Drama Awards. Entering 2025, Rowoon starred in the Disney+ historical drama The Murky Stream (also known as Takryu), portraying the complex character Jang Si-yul in a tale of loyalty and redemption, which premiered to positive reception before his military enlistment. Beyond television, Rowoon ventured into film with his debut in the Japanese movie The Last Man: First Love, set for release in December 2025, marking his first international cinematic project. He has also appeared in variety shows as an MC, such as THE IDOL BAND: Boy's Battle (2022), and lent his voice to the Korean dub of Trolls World Tour (2020). On October 27, 2025, Rowoon began his mandatory active-duty military service in the Republic of Korea Army, following a postponement due to health re-examination, with an expected discharge in 2027. Throughout his career, he has received recognition for his rapid rise from idol to acclaimed actor, including the Rising Star Actor award at the 2024 Korea First Brand Awards.

Early life and education

Early life

Kim Seok-woo, professionally known as Rowoon, was born on August 7, 1996, in , . His , meaning "mineral helper," was chosen by his grandfather in the hope that he would grow to be a supportive and beneficial presence in the world. Rowoon hails from a family where film and music were not prevalent, with his father working in real estate and his mother running a (private ). He has one older sister. His mother took him to church, where he sang hymns with the congregation, providing early exposure to singing and nurturing his passion for performance from childhood. At the age of 14, he began training as an idol trainee at .

Education

Rowoon graduated from Gyeonggi High School in . He is currently enrolled at (as of 2025). In 2010, at the age of 14, he joined as a and underwent six years of intensive training in vocals, dance, and performance skills. During his high school years, Rowoon participated in FNC's pre-debut evaluation programs designed to assess and develop potential. He was introduced to the public through the agency's reality series Cheongdam-dong 111 in 2013, where he demonstrated his progress in various performance aspects. In 2015, he joined the pre-debut dance crew project Neoz School, further honing his skills as part of a group preparation initiative.

Career

2013–2015: Training and pre-debut

In 2013, Rowoon appeared as a on FNC Entertainment's reality program Cheongdam-dong 111, providing early insight into the agency's rigorous training process for aspiring idols. By 2015, he was integrated into FNC's pre-debut boy group project NEOZ, part of the Neo School training system designed to cultivate the label's inaugural male dance-focused act. Rowoon was publicly unveiled as a NEOZ member in December 2015 through teaser videos, where he was showcased for his athletic prowess, including soccer skills, and striking visuals that positioned him as a standout . As part of NEOZ, Rowoon contributed to group performances and evaluations, emphasizing his strengths in dance and stage presence while refining his vocal abilities to align with main vocalist expectations. This phase marked his transition from general training to specialized pre-debut preparation, building anticipation among fans through introductory content and internal assessments.

2016–2018: SF9 debut and acting entry

Rowoon made his official debut as a member of the South Korean boy band under on October 5, 2016, with the group's first single album Feeling Sensation, which featured the lead track "." The album's release marked 's emergence as a dance-focused group, building on their pre-debut experiences as part of the trainee project NEOZ. Rowoon, serving as a main vocalist, visual, and center, contributed to the group's dynamic performances during their debut showcase and initial promotions on music programs. Parallel to his group commitments, Rowoon began his acting career in 2016 with a minor role in the web drama Click Your Heart. In 2017, he took on a supporting role as the K-pop idol Issue in the youth drama School 2017. He continued with supporting roles in 2018 dramas. He first appeared in the tvN fantasy romance About Time, which aired from May 21 to July 10, portraying Choi Wi-jin, the lazy younger brother of the female lead. His performance in the series, which explored themes of lifespans and time, showcased his natural comedic timing and sibling dynamics. Later that year, Rowoon took on another supporting role in the SBS drama Where Stars Land, airing from October 1 to November 26, as Go Eun-seob, a dedicated employee in the airport's mooring operations team and friend to the protagonist. This role highlighted his ability to convey loyalty and subtle romance amid the series' backdrop of aviation challenges and personal growth. In 2017, expanded internationally with their Japanese debut on June 7, releasing a titled , which included Japanese versions of their debut tracks. This marked the group's first foray into the Japanese market, where they performed at events and built a growing fanbase. The following year, continued their momentum with key releases, including their fourth mini MAMMA MIA! on February 26, 2018, featuring the upbeat title track of the same name inspired by musical theater aesthetics. Later in 2018, they followed up with their fifth mini Sensuous on July 31, emphasizing a sleek, mature concept through the lead single "Now or Never." These activities solidified 's presence in the scene, with Rowoon actively participating in choreography, vocals, and fan engagements.

2019–2022: Acting breakthrough and group prominence

In 2019, Rowoon achieved his acting breakthrough with the lead role of Haru in the fantasy romance drama , portraying a mysterious and kind-hearted high school student who defies the scripted world of a . This role, which highlighted his ability to convey emotional depth and subtle intensity, marked a significant shift from his earlier supporting parts and elevated his visibility in the industry. Building on this momentum, Rowoon took on prominent supporting roles in subsequent dramas. In 2021, he played Chae Hyun-seung, a dedicated and affectionate junior colleague, in the romantic series , where his performance captured the nuances of and professional dynamics. Later that year, he portrayed Jung Ji-woon, an optimistic and noble , in the historical drama , bringing charm and sincerity to a character navigating palace intrigue and forbidden romance. In 2022, Rowoon starred as Choi Joon-woong, a resilient job seeker who joins a team of grim reapers, in the fantasy action series Tomorrow, showcasing his versatility in blending vulnerability with determination amid supernatural elements. Throughout this period, Rowoon balanced his rising acting career with commitments to , contributing to the group's growing international presence. In 2020, released their third Japanese full-length album on December 9, featuring Japanese versions of hits like "Summer Breeze" and "RPM," which underscored their expansion in the Japanese market. By 2022, the group embarked on their "LIVE FANTASY #4 DELIGHT" world tour, starting with shows in from November 18 to 20 and extending to North American cities, where Rowoon's as a and visual helped solidify 's global fanbase.

2023–2025: SF9 departure, acting focus, and military enlistment

On September 18, 2023, announced Rowoon's departure from as a performing member, allowing him to prioritize his acting career while maintaining his affiliation with the agency; the group will continue promotions with its remaining eight members. This transition marked a full shift toward acting, with Rowoon securing lead roles in two prominent 2023 dramas: he portrayed the scholarly Shim Jeong-woo in the historical The Matchmakers on KBS2 and the cursed prosecutor Jang Shin-yu in the supernatural romance Destined with You on . These projects solidified his status as a leading man in Korean television, earning critical acclaim for his versatile performances. In 2025, Rowoon expanded his portfolio with the Disney+ historical action drama The Murky Stream, where he played the enigmatic Jang Si-yul, a character navigating Joseon-era intrigue; the series premiered on September 26. He also made a special cameo in episode 4 of the TV Chosun weekend drama Confidence Queen, appearing alongside lead actress . Earlier that year, on March 2, Rowoon attended the 97th in as a special invitee of the , representing South Korean entertainment on the global stage. Additionally, he made his debut in the Japanese movie The Last Man: First Love, portraying FBI agent Clyde Yoon, with a release scheduled for December 2025. Rowoon's career momentum was interrupted by mandatory requirements, which had been postponed multiple times following health reexaminations and to accommodate ongoing projects. FNC Entertainment confirmed on August 26, 2025, that he would enlist for active-duty service in the on October 27, 2025, with an expected discharge in 2027.

Discography

Solo releases

Rowoon has not released any solo albums or singles as of November 2025.

Soundtrack appearances

Rowoon has made notable contributions to soundtracks through his singing, particularly in conjunction with his acting roles. His official OST single, "No Goodbye In Love" (안녕), was released as part 7 of the soundtrack for the 2021 , where he portrayed the male lead Jung Ji-woon, the crown prince's loyal bodyguard and love interest. The ballad, composed by Han Seong-ho and of RBW, features Rowoon's emotive vocals conveying themes of reluctant farewell and enduring affection, mirroring the series' central romantic tension between forbidden love and royal duty. Released on November 23, 2021, by , the track garnered praise for its heartfelt delivery and integration with the drama's narrative, enhancing key emotional scenes. The single received positive reception from fans and critics, contributing to the OST album's overall success in streaming platforms, though specific chart peaks were not prominently documented in major digital rankings like Gaon or . No collaborations were involved in the track's production, allowing Rowoon's solo performance to shine as a highlight of his early acting-music . Beyond this release, Rowoon has occasionally performed covers of OSTs during fan meetings and live events, such as "First Love" from (2019), but these remain non-official contributions rather than dedicated soundtrack singles.

Filmography

Films

Rowoon's foray into feature films began with before transitioning to a live-action role in an international production.
YearTitleRoleDirectorNotes
2020 (voice; Korean dub), David P. Smith, Mike MitchellAnimated musical comedy; Rowoon provided the Korean voice for the character , a skeptical troll leader, marking his first film credit.
2025: First Love (Eiga Last Man: First Love)Clyde YoonShunichi HiranoJapanese crime-mystery thriller; Rowoon portrays a charismatic FBI agent in this adaptation of the 2023 drama series The Last Man: The Blind Profiler, set for release on December 24, 2025.

Television series

Rowoon made his acting debut in television dramas in 2017, beginning with supporting roles before transitioning to lead characters in various genres, including romance, fantasy, historical, and mystery. His early appearances showcased his versatility, while later works highlighted his growth as a leading man in high-profile series.
YearTitleRoleNetworkEpisodesRole Summary
2017School 2017Kang Hyun-il / IssueKBS216A popular K-pop idol and student who supports the female lead amid school challenges and personal dilemmas.
2018About TimeChoi Wi JintvN16The carefree, jobless younger brother of the female lead who returns from military service and navigates family dynamics and personal growth.
2018Where Stars LandGo Eun-seobSBS16A dedicated employee in the airport's mooring team who develops feelings for a colleague amid workplace challenges.
2019Extraordinary YouHaruMBC32A enigmatic high school student outside the scripted world of a webtoon, aiding the female lead in breaking free from her predetermined fate.
2021She Would Never KnowChae Hyeon-seungJTBC16A talented junior product manager at a cosmetics company who harbors unrequited feelings for his senior colleague.
2021The King's AffectionJung Ji-woonKBS220A talented scholar and royal tutor who navigates palace politics and develops a romance with the crown prince.
2022TomorrowChoi Joon-woongMBC16An optimistic young man recruited to a team of grim reapers, using his ability to see spirits to resolve human crises.
2023The MatchmakersShim Jeong-wootvN16A scholarly Joseon official turned matchmaker who pairs runaway women with widowers in a comedic historical setting.
2023Destined with YouJang Shin-yuJTBC16A pragmatic civil servant afflicted by an ancient curse, whose life intertwines with a lawyer through a mystical spellbook.
2025The Murky StreamJang Si-yulDisney+9A ruthless gangster in Joseon-era Mapo who seeks vengeance amid corruption and power struggles in a lawless district.
Rowoon received acclaim for his performance in , earning the Best New Actor award at the .

Web series

Rowoon debuted as an actor in the 2016 web series Click Your Heart, portraying Kim Ro-woon, one of four high school boys vying for the affection of the protagonist in an interactive romance narrative. The seven-episode series, produced by Cast, employed a choose-your-own-adventure format, enabling viewers to influence plot outcomes through online selections, which added a unique layer of engagement to the teen drama genre. Rowoon's character is depicted as a gentle and endearing student, contributing to the series' focus on youthful romance and self-discovery amid school life. In 2023, Rowoon made a brief as Tae-ha in episode 8 of the original series , a time-travel mystery drama where his role involves a fleeting interaction that ties into the protagonist's emotional journey. This guest spot showcased his versatility in digital formats, blending seamlessly with the series' ensemble cast.

Variety shows

Rowoon has appeared as a guest on various South Korean variety programs, showcasing his humor, athleticism, and charm in games and challenges. These appearances often coincided with promotions in his early career. In 2017, Rowoon featured on Weekly Idol as part of SF9's group episode, aired on May 10. During the broadcast, he participated in idol challenges and playfully responded to comments on his visuals, earning praise for his quick wit. On January 4, 2020, Rowoon joined for episode 212, appearing with SF9 bandmate Chani, actress , WJSN's Bona, and actor to promote the drama . The episode highlighted Rowoon's talkative personality through anecdotes shared by Chani and the hosts, including games where guests reenacted school scenarios. Rowoon made his debut on Running Man in episode 499, filmed in April and aired on April 26, 2020, alongside guests , Jo Se-ho, , and Noh Sa-yeon. He impressed the cast with his physical prowess in name-tag elimination races and team challenges, contributing to the "Running Man Class" theme. From October 2022, Rowoon joined the cast of season 4 as a regular guest across multiple episodes, traveling with hosts and . Highlights included his enthusiastic participation in campsite setups, cooking tasks where he was teased for his "Greek deity" looks despite kitchen mishaps, and heartfelt discussions on career and relationships during trips around Korea.
ShowEpisode(s)Air DateKey Participation
SF9 specialMay 10, 2017Idol challenges, witty banter on visuals
212January 4, 2020School-themed games, personality anecdotes
Running Man499April 26, 2020Athletic races, team eliminations
(Season 4)1–12 (recurring)October 14, 2022 – December 23, 2022Travel adventures, cooking and setup tasks

Hosting

Rowoon began his hosting career with special appearances as an MC on music programs, leveraging his rising popularity from acting roles in dramas like . In 2021, he co-hosted the KBS Song Festival alongside ASTRO's and AOA's Seolhyun, guiding the live event that featured performances by artists including SEVENTEEN, NCT U, and Red Velvet on December 17. Expanding into international events, Rowoon served as the sole MC for the 2022 in on November 12 at Estadio Monumental, marking KBS's first such concert in with acts like , , and his group SF9. That same year, he took on a fixed MC role for the audition survival program The Idol Band: Boy's Battle alongside HKT48's Yabuki Nako, a collaborative Korean-Japanese project by and LDH Japan to form a seven-member , which aired from September to November on SBS and TBS. In 2023, Rowoon co-hosted the KBS Music Bank Global Festival in on December 9 with IVE's , presenting a two-day event split between Korean and Japanese lineups featuring groups like , TXT, and TWICE. Later that year, on December 31, he co-hosted the 2023 KBS Drama Awards with broadcaster and actress at , where he also received multiple awards for his acting work.

Endorsements

Cosmetics and beauty

Rowoon has served as a for several prominent and brands, leveraging his image of clear, radiant to promote skincare and makeup products. In February 2020, he was selected as the first male global model for Klavuu, a prestige marine pearl-based brand under LG Household & Health Care, aligning with the brand's emphasis on "clear and healthy" derived from ingredients. His ambassadorship has featured campaigns promoting the White Pearlsation line, including eye creams and serums for brightening and hydration, with photoshoot visuals and advertisements highlighting his pure, glowing complexion in settings evoking natural purity. Rowoon was appointed muse for Biotherm Homme, the men's skincare line of L'Oréal's , in March 2019, with campaigns extending into 2020 focusing on anti-aging and revitalizing products like moisturizers infused with Life Plankton™ and extracts. The endorsement emphasized his charismatic visuals in studio photoshoots and promotional videos targeting male consumers seeking premium, science-backed grooming routines, under a one-year contract that showcased his role in elevating the brand's appeal in the Korean market. In July 2021, Estée Lauder Korea named Rowoon as its newest brand model, marking a significant crossover for the luxury women's cosmetics giant into male endorsements, with campaigns centered on the Double Wear Stay-in-Place Makeup foundation for long-lasting, flawless coverage. His involvement included live events and visual ads that portrayed sophisticated , under an ongoing multi-year agreement that boosted the brand's visibility among younger demographics in . Rowoon's 2020 endorsement with Innisfree, the Jeju Island-inspired skincare brand under Amorepacific, renewed his earlier association and promoted eco-friendly lines such as green tea-infused cleansers and masks, through seasonal campaigns like the PlayGreen initiatives that tied into sustainable beauty practices. These efforts, spanning short-term contracts, featured collaborative ads and store promotions that highlighted natural, accessible skincare for everyday use. Following his rising fame from acting roles in 2019, these beauty endorsements reflect Rowoon's strategic pivot toward luxury personal care partnerships.

Fashion and luxury

Rowoon began his foray into fashion endorsements in 2020 when he was selected as the model for White Label's Fall/Winter collection, showcasing outerwear pieces in pictorials for the brand's eco-focused line. His tall stature and versatile style aligned with the brand's adventurous aesthetic, marking his initial high-profile partnership in the outdoor luxury segment. In 2024, Rowoon was appointed as a global ambassador for Bottega Veneta, representing the Italian luxury brand in campaigns and events, including attending the Spring/Summer 2025 show during Milan Fashion Week. In 2025, Rowoon expanded his luxury portfolio as the face of Calvin Klein's underwear campaigns, including the Icon Cotton Stretch and Heritage Cotton collections, where he modeled in global photoshoots emphasizing modern minimalism and confident sensuality. He also served as an ambassador for Rimowa, participating in the launch of their Essential collection, which featured aluminum sling bags and modular luggage designs in promotional events across Asia. These collaborations highlighted his role in international campaigns, blending his acting persona with high-end accessory modeling. Rowoon's partnership with Tiffany & Co. commenced in 2024, evolving into ongoing ambassadorship by 2025, including attendance at the brand's 'Tiffany Wonder' exhibition in Tokyo and a featured pictorial in W Korea that captured his elegant affinity for the jeweler's signature pieces like diamond necklaces and rings. Through these roles, he has represented the brand at fashion events and supported initiatives like sponsored fanmeetings in Japan, reinforcing his image as a sophisticated luxury icon.

Awards and nominations

Drama awards

Rowoon's acting in Korean dramas has earned him recognition through several prestigious awards, highlighting his transition from supporting roles to leading performances in genres ranging from fantasy romance to . His debut in the industry garnered early nominations, while subsequent lead roles in hit series solidified his status with multiple wins at major broadcasting awards ceremonies. At the 2018 SBS Drama Awards held on December 31, Rowoon received a nomination for Best New Actor for his supporting role as Ko Eun-sub in the sci-fi drama . In 2019, he won the Best New Actor award at the Grimae Awards on December 5 for his breakout lead role as Haru in the fantasy romance Extraordinary You. He also secured the Best New Actor win at the MBC Drama Awards on December 30 for the same performance, sharing the honor with co-star Lee Jae-wook. For his leading role as Jung Ji-woon in the 2021 historical drama The King's Affection, Rowoon won Best New Actor at the KBS Drama Awards on December 31. He also won the Popularity Award (Actor) and Best Couple Award (with Park Eun-bin) at the same ceremony. The following year, on August 31, 2022, he was nominated for Excellence Award, Actor in a Miniseries, for The King's Affection at the APAN Star Awards. At the 2022 MBC Drama Awards, he received a nomination for Excellence Award, Actor in a Miniseries, for Tomorrow. At the 2023 , Rowoon was nominated for Best Couple (with , ), Global Star Award, and Popularity Award (Actor). Rowoon achieved further acclaim for his portrayal of Shim Jeong-woo in the 2023 comedy The Matchmakers, winning the Top Excellence Award, Actor (also referred to as in some contexts), at the on December 31.

Popularity and recognition awards

In 2020, Rowoon won the Male Idol Actor of the Year at the Korea First Brand Awards, an accolade determined through consumer surveys and fan participation that measures public preference for emerging talents bridging music and acting. The award underscored his growing popularity following roles in dramas like , where fan support played a key role in elevating his visibility beyond activities. At the 2022 Brand Customer Loyalty Awards, Rowoon won Best Male Acting Idol. In 2024, he won the Popularity Award at Dong-A.com's Pick and the Male Actor (Rising Star) at the . Rowoon's performance in the 2023 historical comedy The Matchmakers further boosted his fanbase, leading to wins at the that year. He shared the Popularity Award (Male) with fellow actors, selected via online fan voting to reflect viewer enthusiasm and engagement. Additionally, he received the Best Couple Award alongside co-star , another fan-voted category celebrating on-screen chemistry that resonated widely with audiences. In 2025, Rowoon won the Rising Star Award at the for The Murky Stream. As of November 2025, Rowoon has been nominated in the Male Actor (Hot Trend) category at the 2026 Korea First Brand Awards (voting ongoing November 3 to 16).

Listicles

Rowoon has garnered recognition in various editorial and industry listicles, highlighting his visual appeal, rising influence, and contributions to entertainment. In 2023, AnOther Magazine profiled Rowoon as a rising global icon in its Autumn/Winter issue, featuring an exclusive interview and photoshoot that explored his evolution from SF9 member to acclaimed actor. The piece focused on his 6ft 3in stature, versatile roles in K-dramas, and growing international presence, crediting his charm and talent for bridging K-pop and global cinema. Rowoon's acting breakthrough in series like Destined with You (2023) contributed to his inclusion in Forbes Korea's 2024 30 Under 30 list in the Entertainment category, where he was one of only two K-pop alumni selected alongside Stray Kids. This annual compilation spotlights young leaders under 30 driving innovation in their fields, emphasizing Rowoon's shift to lead roles and his impact on Korean media exports. In a related 2024 Forbes Korea poll titled "Idols with Both Talent and Personality," Rowoon topped the rankings with 47.58% of votes (14,279 total), outpacing competitors like NMIXX's Sullyoon and highlighting his reputation for vocal prowess, acting depth, and approachable demeanor among industry voters and fans.

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