Entertainment shows aim to do one thing - entertain. What better way to entertain the viewers than to invite superstars as guests on the show? Superstars are no longer difficult to book for TV appearances; in fact, there is a growing symbiotic relationship between entertainment shows and superstars.

It's not too difficult to see two or three stars as featured guests on the weekend entertainment shows. Their appearance summons the public's interest and even intrigues the viewers as they are exposed to the human side of the superstars. Some stars are uncharacteristically funny and even surprisingly naive; yet others are surprisingly skillful and athletic. These previously undiscovered human sides of the guest stars make not only the show entertaining but also provides an outlet for the guest stars to show, appeal, and promote themselves.

Superstar guest appearances always coincide with their upcoming TV drama appearances, movie releases, album releases, and even concert preparations. Of course - you guessed it - these are not mere coincidences. The entertainment shows that the superstars appear on are often used as vehicles to promote not only themselves but also their upcoming projects. It benefits both the show and the stars. It's a truly a no-loss situation.

The stars that are new to entertainment programs may be awkward at first, but even this is taken care of - the writing staffs of the various entertainment shows write the superstars' promotions into the script, and the MCs of the program take care of the rest.

If the stars featured do exceptionally well on the entertainment shows, the news of their newly discovered humor or intellect is published as a news article the very next day. It is a truly win-win situation that promotes the show, the star, and the star's upcoming project in one-fell swoop.

Actors Kim Woo Bin, Choi Jin Hyuk, and actress Park Shin Hye made a guest appearance on SBS "Running Man" and appealed their charm throughout the show. Thanks to this appearance, the anticipation for their upcoming SBS drama, "Heavy Hangs the Head That Holds the Crown - The Heirs" is on a rapid increase.

SBS' "Running Man" is one of the most sought-after TV entertainment shows to appear on, thanks to the comedic "National MC" Yoo Jae Suk, who is himself beloved by the nation. International superstar Jackie Chan, soccer megastar Patrice Evra, Korean "Queen of Hallyu" BoA, and Korea's most beloved soccer player Park Ji Sung are among the show's extensive guest list. Actor Yoo Ah In and actress Kim Hae Sook guest starred in the September 29th episode to promote their new movie, "Tough As Iron". The "Tough As Iron" actors and actresses also made an appearance on MBC's "Radio Star" for the promotion of their movie.

Ji Sung, Hwang Jung Eum, Bae Soo Bin, and Lee Da Hee all made an appearance on KBS "Happy Together 3" in order to promote their upcoming KBS TV drama "Secret." Their direct and open conversations helped appeal their project to the fans.

One TV analyst explained, "It's not so much the fact that they make a fool of themselves, but it's that their previously 'unreachable' and 'high-and-mighty' demeanor are shattered. People come to like the stars, and as the fan base grows, their upcoming projects become more successful as well. It's a very different kind of marketing, to be sure, but it is a very successful way as well."