From A Viral Horse-Dancing Sensation To Skincare Modelling, This Is How You Know Psy Has Made It

One hit single and viral horse-dancing video later and Psy is officially everywhere.

He is now the face of a South Korean male skincare brand... and has decorated a series of limited-edition postage stamps. And this is after he played at the South Korean president's inaugural ceremon and featured on instant noodle commercials.

The YouTube star mightn't be the conventional "handsome", but his face has become the most-coveted and biggest endorsing in South Korea.

The 35-year-old is said to have fueled sales for the Energy Factory line of lotions for men by major Korean cosmetics brand Somang, Digital Spy reports.

The men's balm has not only become increasingly popular among its target consumer group of men in their 20s, but has also become a big brand for those in their 30s and 40s.

Psy took part in the product collaboration every step of the way, from choosing the ingredients to designing the packaging and marketing the goods. His promotional video for the product has already been seen by 550,000 viewers on YouTube.

A sneak peek of Psy's collaboration with the skincare brand.

Psy's face is also on a limited-edition series of postage stamps. The pop-art designs, featuring the singer doing his horse dance, are being sold at 22 post offices in Seoul.