Due to the phenomenal success of "Gangnam Style," Psy became the hottest endorsement model in his native South Korea last year. Psy's image and parodies of his hit song appeared frequently on television commercials, promoting a wide range of products from refrigerators, cell phones, instant noodles, and beer.

This year, it seems like Psy is gaining the attention of Western advertisers as well. As we reported yesterday, the K-Pop singer is set to star in a Wonderful Pistachios commercial, which will air during the Super Bowl on February 3 on CBS.

It was also recently announced that Psy has become the new brand ambassador for Cruciani C bracelets, a popular Italian product that debuted back in August 2011 at the Vogue Fashion Night Out and Milan Fashion Week.

Psy was given the bracelets by a fan while he was celebrating his birthday in New York's Times Square on December 31. He reportedly liked them so much that he requested one of his favorites, the four-leaf clover, be made in an additional 30 different colors. 

According to the press release, a family from Trevi, in Umbria, Italy, specialized in lacework and trousseau products and founded Cruciani, which became known globally for their macramé lace bracelets. Fans of the bracelets include socialite Paris Hilton, actress Michelle Rodriguez, and models Bar Refaeli and Isabeli Fontana.