The best part of this commercial comes in the last two seconds,when Fedor fakes a smile. Watch for it.
Having spent a year in South Korea myself, I feel I can provide a bit of context. Firstly, Koreans of all ages love to arm wrestle. It's seen as a badge of honour if you can beat everyone else in the room and impromptu mini-tournaments can spring up at a moment's notice. Refusing to arm-wrestle someone is viewed as much more weak than actually losing. As a school teacher, of course, that required me to lay vicious hand-slams down on twelve-year-olds on a regular basis. Another thing Koreans love is MMA. In fact, you'd be hard-pressed to find a schoolchild over the age of ten who doesn't know who Fedor Emelianenko is... or, Emelianenko Fedor as they call him.