By Sylvia Toh

ONE per cent beef.

If you've seen his now infamous photographs posted around the world.

So when Carl's Jr. launched its 100% black Angus beef burgers, well, who would you call?

Edison Chen, natch!

The boy who took those most-downloaded-in-Asia pictures was in Singapore and double-booked, given his notoriety.

But you know what, Edison is such a nice boy, no, really.

How else do you get so many girlfriends to do anything for you? It was plain bad luck, all that stuff with the laptop.

But back to the sandwich. He looked completely befuddled at the fuss and fans surrounding Grand Hyatt hotel when he was herded into the Bang & Olufsen showroom for the fast food shindig.

He's a regular at the Santa Barbara outlet in California.

Who knew the folk behind the charbroiled patties would have such a sense of humour? Their taglines run the gamut of 'size doesn't matter' and 'it's gonna get messy'. A tad late, you say, but the boy has paid his dues.

'It's been a tough year,' Edison said.

'I've been reading a lot of books, self-improvement, Shakespeare.'

King Leer? Awww, give the guy a break!

Irene Ang, Rebecca Tan, Wong Li-Lin, Allan Wu - some of the guests.

(Psst, one of Irene's Fly artistes is about to ink a six-episode shoot with a studio playing one of Asia's true heroines.)

Glued to the glass panes of the hotel front, a forest of hands went up as handphones recorded Edison's visit.

Meanwhile, over at the Timberlux Warehouse on Havelock Road, where Adidas was celebrating its 60th anniversary, 700 guests were waiting for his appearance.

Popcorn and candy floss and ice cream and pretzels, what is this, a kiddies' birthday party? Then they trolleyed in a massive slab of a blue and white cake, and Red Bull, and the joint started to pump and jump.

Spotted Jamie Yeo and who's that guy, girl?

Spotted Glenn Ong, who's moved on, though the Flying Dutchman with him was not the date.

You here for Edison, Jamie?

Oh, I would ask him, 'How could you have been so stupid?'.

Spotted Denise Keller, Eunice Olsen, top model Sheila Sim, actress Cynthia Koh, local boy group who've punned their name after Milo Peng (iced Milo). Real sweeties, rather like Edison, seriously.

Word was out, he was in, we could go on up. The shoe people got him to hold an Adidas mascot doll while he fielded questions for seven minutes. Each answer took three-and-a-half minutes.

I'd landed in the room first, and unfortunately, could not recognise him - with his clothes on. When I came to, what size are you Edison?

Nine, he said.

Adidas shoe size, girl.

This article was first published in The New Paper.