JYJ members are now the newly appointed ambassadors for the 2012 Korean Brand & Entertainment Expo (KBEE).

This is the third KBEE to take place, scheduled to run this year from November 14-16 at the Osaka-Intex Exhibition Centre in Japan. The KBEE aims to promote Korea's national brand to businesses and corporations abroad. It's an event sponsored by the Ministry of Knowledge Economy and the Ministry of Culture, Sports and Tourism, also supervised by the Korea Trade-Investment Promotion Agency (KOTRA) and the Korea Creative Content Agency (KOCCA).