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"I hope with the help of his enduring personality he can contribute in increasing the popularity of Korean martial art form Taekwondo in India and cricket in Korea, besides bringing cooperation between the two film industries," Lee saidThe actor's association with South Korea dates back to 1998 when he was appointed the brand ambassador of a car manufacturing company. Besides that, Shah Rukh revealed that the first equipment he bought for his production was the jimmy jet from South Korea, which is now used extensively in the film industry."The first piece of technology that I got to India in my film company is actually South Korean... it was a jimmy jet. The whole unit was brought from Korea. My team got trained in South Korea. It is a piece of equipment that we use extensively in the Indian film industry now," said the actor, who sported a small ponytail, which is his look from his next film "Happy New Year". .